Despite 80% of dogs developing dental disease by age 3, many dog owners are unaware of the severity of the problem. To get America talking about this crisis and put Greenies at the center of the cultural conversation, we combined Gen Z’s love for pets and fashion ahead of one of the largest, culturally salient moments: New York Fashion Week.

Partnering with award-winning fashion designer Christian Siriano, we created matching trench coats for pet parents and their pups, centered around one of this year's biggest fashion trends: houndstooth. Together, Greenies and Siriano released a
one-of-a-kind spin on the iconic pattern— HOUNDSTOOTHLESS™—that is purposefully missing "teeth" in the design to represent the canine dental crisis.