02/10/2026
If you’ve been following us for a while — or you’re new to West & Jones — you’ll soon discover that very little is without meaning.
Our new design is positively overflowing with symbolism, and I thought it was time to share some of the stories woven into it.
Let’s begin with Roger. 🐩
Our Standard Poodle has been given quite the responsibility. He carries a basket overflowing with Forget-Me-Nots — flowers traditionally associated with remembrance and the enduring memory of those we have loved and lost. In April and May, our garden here at the office is carpeted with these tiny blue flowers, making them particularly special to us.
Monty. 🌻
Our Cavalier King Charles Spaniel represents the joy that can still shine through difficult times. After a dog attack, taking that first walk again can be incredibly daunting, and confidence can feel a very long way away. The golden Sunflowers were chosen to represent optimism and brighter days ahead. They seemed particularly fitting for Monty — when I first met him, his tail was held high and constantly wagging as he trotted along behind his human, wearing the most wonderfully worried expression that made me laugh.
Toby.🌼
Our one-eyed Chihuahua represents the Guardian we sometimes need after feeling vulnerable during a time of crisis. When I first met Toby, he marched around as though he was personally managing the entire photoshoot. So naturally, he had to be paired with Daffodils — *Narcissus* — named after the rather arrogant figure from Greek mythology. Because really, who else could march past a mythological figure and still insist on being in charge?
Diesel. 🖤
Our Great Dane represents the gentle strength of our Safety Tweed — strong enough to protect, yet soft and comfortable to wear. He also sits alongside Toby deliberately, showing the wonderful range of sizes available within our Playcoats. Black dogs have also carried symbolism across various traditions as companions and protectors on journeys through dangerous places. I think that sense of protection feels particularly fitting when you spot an unfamiliar off-lead dog in the distance.
And then there are the Daffodils at the very heart of the print. 🌼
These represent Flynn — the Whippet who was attacked and ultimately started the whole West & Jones story. Flynn loved rolling around in the Daffodils every spring, and they also carry a beautiful symbolism of rebirth and new beginnings.
Jasper. 🐱
Our rather grumpy-looking Ragdoll is, in reality, one of the sweetest cats I’ve ever known. Brown cats are often associated with security and comfort, which seemed rather appropriate for a design centred around protection. Jasper stands above a pink rose — a combination of two of my favourite roses from my own garden. And, of course, his presence is also a little reminder that we make protective clothing for cats too.
And finally, Poppy.❤️
My Whippet.
Poppy is the only dog or cat featured in this print who will never get to see it. Last September, at almost 16 years old, she crossed the Rainbow Bridge.
For more than five years, Poppy patiently tried on every prototype of our Playcoat — the original designs, the new style, the Buddy and everything in between. She stood patiently while I tweaked, altered, adjusted and started again.
It felt only right that she should have a place on this print.
A little piece of Poppy is stitched into every Playcoat and Buddy we have made, and now she has a permanent place within this design too.
There are many more meanings hidden within this print, but these are some of my favourites.
So, when you look at our new design, you’re not simply looking at flowers and dogs.
You’re looking at memories, companions, protection, loss, hope, new beginnings and the dogs who have shaped West & Jones.
And perhaps that is what makes this one rather special. ❤️
