MEET Roodle - the hairiest of the Snowdog pack.

The pristine white and fluffy pooch is one of more than 40 individually decorated giant models due to hit the streets of Brighton and Hove next month.

The 1.5 metre tall dog was shown off for the first time last week with a trip up to Devil's Dyke.

After taking in the views his hair was out of place so his adopted family, the photography company Vervate, took him to The Hair Emporium in Upper North Street for a tidy up.

He was so big he could not fit into the shop so his windswept locks had to be tended to on the doorstep by Vervate's creative director Susi Doherty and salon manager Harriet Dack.

For the duration of the art trail, which will raise money for The Martlets Hospice between September 24 and November 27, Roodle will take pride of place in the Brighton Dome foyer due to his dislike of wet weather.

Vervate is one of the latest businesses to announce it has sponsored a Snowdog to help raise money for the charity.

Andrew Comben, chief executive of Brighton Dome and Brighton Festival, said: "We look forward to welcoming Roodle the Snowdog to Brighton Dome and taking part in this great city-wide art project to raise money for The Martlets Hospice, a local charity and such a worthwhile cause."

The Argus is the official media partner of the project which will be the biggest public art trail the city has ever seen.

When it launches next month, Snowdog searchers will be able to follow a route to see all the sculptures with a trail map.

This will be printed in The Argus in a special supplement.

It will also be available online and from businesses around the city.

View a cinemagraph of Roodle's trip to Devil's Dyke by clicking here

Background

THE Snowdogs by the Sea charity art trail will raise money for The Martlets Hospice.

The 40 plus giant models will hit the streets in Brighton and Hove from the end of September.

The project is run by Wild in Art, a company based in Albourne which has organised similar events, including Gromit Unleashed in Bristol.

School children have been decorating snowdog puppies which will go on display in museums around the city.