The idea of a drying coat came to me after I had developed a super-absorbent material for use in professional hair salons. I was working with a leading English chain of hairdressers who asked us to find a solution for drying hair more quickly and more efficiently than the conventional towels and microfibre cloths.
After one and a half year’s development, my suppliers and I found the recipe for a super-absorbent material that can be reused, maintains its structure and does not produce lint. A friend of mine borrowed a few meters of the material to use when she washed her king poodles. She fashioned a simple ‘robe’ out of it to dry her dogs, and thus a new idea was born.
Siccaro’s WetDog was ready to be launched at a hunting trade fair in Denmark, in April 2014. Hunters were the first customers to embrace our new product, immediately realising the practical and health benefits it had for their working dogs, particularly during winter.