Traditionally an occasion to wear a costume and live the fantasy of being a superhero, monster or pop-culture icon, Halloween is increasingly a time to put on the dog. Or put one on the dog.

The National Retail Federation says Americans will spend $330 million on pet costumes this year. While that’s only a small part of the total $6.9 billion consumers will shell out for candy, costumes and décor, the category is popular and growing, say retailers and pet owners.

“Dogs are the new kids,” says Robb Horen, owner of Dog Savvy in Larimer Square. While his comment was made in jest, the amount of money and attention people lavish on their pets is no joke. The pet boutique Horen opened seven years ago stocks an array of clothing and accessories, and at this time of year, he adds dog costumes in such motifs as lions, turtles and monkeys. Also popular through the seasons are sports-team logo pet apparel. He says he can’t keep his NFL-licensed Denver Broncos jerseys in stock, and people aren’t deterred by the $55 price tag for a Broncos puffer vest.

Horen also gets a chance to try out the gear: He and partner Dana Hood have three pets, a Yorkshire terrier, a Belgian Malinois and a Maltese. The Yorkie, Lea, likes the attention she gets when she wears her monkey costume, Horen says. “In my experience, it’s the little dogs who like dressing up best.”

Sometimes pet owners get in on the fun as well. At the recent Dog-o-Ween costume contest and fundraiser held at the International Hearing Dog center in Henderson, a couple of participants dressed to complement the canines.

Vie Roth, 27, wore a blue gingham-checked “Dorothy” dress to accompany the “Cowardly Lion” coat and mane sported by her German Shorthaired Pointer, George. Dressing as characters from “The Wizard of Oz,” is just one of the coordinated looks she’s selected for entering contests, she says. She and George have also dressed as ladybugs.

Roth’s outfit won her first prize from the International Hearing Dog organization, while the second- place winner was Lola, an Italian greyhound, dressed as a “snow angel” complete with pink wings, goggles and four shoes. Lola’s pink tutu was made from a Christmas tree skirt by her owner, Kerry Hieb.

“Clothes for her are functional as well as fun because she has no fat or fur,” Hieb says of her slender pet.

Finishing out of the money but clearly a crowd favorite was Shrek, a bulldog dressed as a member of a rock band. With his red faux mohawk, leather-look vest and drum sticks on his back, he was the epitome of cool.

The pet section at The Wizard’s Chest, one of Denver’s popular spots for costumes, has been busy along with the rest of the store this month, says sales associate Walden Vance. The display recently was loaded with Animal Planet triceratops and stegosaurus designs that sell for $20-$30. Batman outfits with capes and Angry Birds costumes also have been hits.

Pet-costume trends tend to mirror those worn by people, says Julia Darrenkamp, spokeswoman for Party City, which has 12 stores in the Denver area. “We’re seeing a lot of costumes based on popular-culture movies, like superheroes or pop stars like Katy Perry and Madonna,” she said.”It’s become a trend for people to dress the whole family in costumes, even the pets.”

Suzanne S. Brown: 303-954-1697, sbrown@ denverpost.com or twitter.com/suzannebro

Correction: This article has been updated in this online archive. Originally, due to a reporter’s error, the figure for annual Halloween pet costume sales was incorrectly reported. The correct amount is $330 million.



