Millie Bobby Brown’s florence by mills has announced a long-term pet apparel and accessories agreement with Kanine Group subsidiary, Kanine Pets World Limited, in a deal negotiated by Brown’s global licensing partner, IMG. 

The exclusive license covers the design, production and distribution of a wide range of pet products, including apparel, accessories, home and toys, making florence by mills the first Gen Z fashion brand to offer a full-fledged pet collection.  

The collection will be driven by the actor’s love for animals, inspiring fun and positivity while extending personal expression and self-confidence for her and her beloved pets. As part of the agreement, Kanine and florence by mills will also donate to animal welfare causes.  

“I wanted to extend all that florence by mills stands for to a very important part of my life, my beloved pets,” says Brown, founder, florence by mills. “My brand is about encouraging young women to positively embrace their individuality and what makes them unique. I strongly believe that this dedication to life and love should also extend to my passion for pets so that they, too, can feel cozy, special and appreciated. For pet parents, having access to a full range of products to complement their lifestyle is important and what could be more fun and fitting than having matching outfits?” 

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“We are delighted to partner with Millie and florence by mills to extend all the wonderful values to pets,” says Samuel Wong, chief executive officer, Kanine Group. “Our mission has always been to spread love, joy and happiness and to redefine the pets’ ecosphere, and with such a passionate partner, we are for sure creating a completely new space for Gen Z pet parents and their pets to thrive.”  

The florence by mills for pets range will launch two collections per year, starting this summer, covering apparel (hoodies, raincoats, bath robes and bibs), pet accessories (collars, leashes, tags and harnesses), pet home and lifestyle products (bowls, mats and bags) and toys.  

The products will be available worldwide on Kanine.com, in selected department stores and pet stores.