heo was founded in 2004 by Theod&＃243;ra El&＃237;sabet Sm&＃225;rad&＃243;ttir who is a young, passionate and gifted Icelandic designer with a love of dogs. This combination eventually put her on the course to setting up her own company designing a range of fashionable and edgy clothing for dogs. She studied design and has been involved in it since childhood - the seeds were sown from a very early age and she first took part in a designer&＃39;s and craftsman&＃39;s show at 9 years old!The inspiration for the dog clothing came when she realised that her dog Lulli was feeling the cold and the only clothes available were functional rather than stylish so she designed a fashionable fleece hoodie for him to keep him warm. This attracted instant attention and soon she was designing dog clothes for her native Icelandic market. Demand soon outstripped supply and she increased production and opened new European markets and is today well on her way to International recognition.