The Manchester-based clothing brand reimagines its lookbook with an uplifting tribute to rescue dogs, proving that style and social impact can go hand in hand.
Clothing label Uskees has given its Spring/Summer collection a joyful twist this year, partnering with local charity Dogs 4 Rescue to showcase not just its garments but a cohort of four-legged models who are all in need of a loving home.
The playful campaign, titled Best in Show, reframes the traditional fashion photoshoot as a celebration of second chances, pairing adoptable dogs with Uskees’ signature workwear-inspired designs.
According to Uskees brand lead Wayne Fearnley, the spark for the collaboration wasn’t so much a lightning bolt as a slow-burning idea that had been waiting for its moment. “I’ve known Emma, who runs the rescue, for over 10 years now,” Wayne explains. “For years, I’ve watched the work that Emma and the team have been doing, what they’ve been building over the last decade, and I’ve always wanted to chip in somehow.”
That personal connection inspired Wayne to find a way to merge the brand’s ethos, stitched into each garment with the words For a rich and fulfilling life, with his admiration for the rescue.
“As we were building out scenarios and personas for this campaign, our pets are a very strong extension of who we are,” Wayne says. “So to pair rescue dogs with looks meant, we could use our platform to promote these dogs in need and highlight the great work of local heroes.”
Rather than simply photographing dogs alongside models, Uskees reimagined the concept through a playful nod to Crufts, the UK’s most famous dog show. Led by James, the brand’s communications and strategy lead, the team grouped the dogs and models into tongue-in-cheek categories inspired by the competition, creating a framework to showcase both style and canine personality.
“With Best in Show as the primary campaign message, every dog is celebrated – in an Uskees dog show, there are no losers,” Wayne says.
The result is a set of images that feel true to Uskees’ stripped-back, authentic aesthetic while giving centre stage to the rescue dogs. Shot against a simple, hand-painted backdrop created by Hollins, the campaign balances Uskees’ familiar design language with heartfelt storytelling.
“There’s no fancy camera trickery or over-the-top graphics,” Wayne says. “This stripped-back approach means the dogs, and the connection between them and the people, always stay at the heart of the image.”
Beyond its visual charm, the campaign sheds light on each dog’s individual story. Wayne believes that, much like product stories or human stories, these narratives matter if you want people to care.
“With the goal of finding these dogs homes and the support they need, it wasn’t enough to show pictures of dogs,” he says. “We wanted to highlight what makes each dog special: their unique traits and quirks.”
Rescue dogs often come from difficult backgrounds, yet the campaign celebrates their resilience, optimism and character. “They have so much to offer,” Wayne adds, “all of which deserves to be celebrated.”
Working with dogs on set brought its own surprises. “I prepared myself for the unexpected and for cleaning lots of poo off the backdrop,” Wayne jokes, “but amazingly, it went incredibly smooth, which is a testament to the work of Emma and her team.” Among the unexpected stars was Marly, a more reserved dog who blossomed under the studio lights and posed like a professional.
Best in Show also carries a quiet ambition to challenge public perceptions of rescue dogs, particularly those perceived as more challenging to rehome. Wayne hopes the campaign will show that “you can find a dog to match your vibe, whatever that vibe is – if it’s peak treks or short walks, social butterflies or homebodies, there’s a perfect rescue dog for you, they’re just waiting.”
The partnership with Dogs 4 Rescue ties seamlessly into Uskees’ wider brand values around community and sustainability. “What gives us fulfilment as a team is working with great people, especially those from our home city,” Wayne explains. “Whether they’re in art, design or community work, being able to use our platform to connect and support them, that’s what it’s all about.”
In many ways, the campaign embodies Uskees’ ethos of enabling a rich and fulfilling life, not just for its customers but for animals as well. Wayne says: “For our wearers, their clothes aren’t what’s most important to them; it’s the life they live in them… and what’s a life without dogs, right?”
Early indicators of impact are still emerging, as the campaign has only just been launched, but Wayne remains hopeful. “If we get one dog a home, it’s all been worth it,” he says. “But we’re aiming to get all of these dogs and the other dogs that aren’t in the campaign homes and support.”
Looking ahead, Uskees is already thinking about how to build on this partnership. Wayne is keen to explore future creative projects that support rescue causes.
“I like the idea of using the product as the vehicle,” he says, “meaning people can get something really great that will last and help out something truly worthy. That’s a sweet spot.”
While brand campaigns can sometimes feel disconnected from real lives, Best in Show stands out as a feel-good reminder of what design, storytelling and community can do. And if it brings a few more wagging tails into happy homes, that’s a win for everyone.
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