It is the present that every fashion-conscious pooch is hoping for in its stocking this year.

T-shirts by Brighton designer Sam Ruffell-Smith are turning heads in the canine world and setting tails wagging.

Sam, who started her fashion design company, Igloo, in 1997, said: "People must think I'm barking mad introducing a range of funky gifts and accessories for dogs and their owners but they have really taken off.

"I've been over-whelmed by the interest and I've had orders from across the country, including Top Shop and the Gadget Shop."

Sam's business background is in marketing but she had always been inter-

ested in fashion and design.

After attending a course on silk screen printing, she decided to change the direction of her career.

More courses and training followed, including learning about running a business from the Brighton, Hove and Lewes Enterprise Agency.

Then, with the help of a loan from the Prince's Business Trust, Igloo was ready.

Igloo clubwear is highly fashionable and the label is growing in fame across the country.

But the new products for dogs, launched under the name of K9, are grabbing more attention at the Kennel Club than the nightclub.

The range includes T-shirts in three colours and ten designs packaged in silver dog food tins, overnight and holiday bags, sold on their own or packed with doggy essentials, and identity discs and keyrings.

In Brighton the K9 range is sold at Malarkey in Bond Street and the Gadget Shop in Churchill Square.

Sam has been negotiating with a leading Gatwick-based airline to include the doggy items in its on-board catalogue.

Sam is pictured with assistant Kevin O'Brian and reluctant model, Binky the dog.