ATU Donegal Fashion Lecturer Sharon Maxwell has been hailed for her creative input into a genius new coat for drying wet dogs.

The first-of-its-kind product in Ireland and the UK was launched today by launched by Waterford-based entrepreneur Frances O’Reilly. DogDry is a brand new innovative super absorbent dog drying coat for dogs who love to get wet!

Waterford-based entrepreneur and founder of DogDry Frances O’Reilly with her dog Luna. The first-of-its-kind product in Ireland and the UK DogDry is now available at Photograph: Patrick Browne

Frances says that the purpose of her new product is founded on her belief that “every dog, everywhere, has the right to play outdoors. DogDry makes it easy because DogDry takes care of the mess.

Frances enlisted Sharon to add a functional design to the product – and a cool pattern to make any pooch stand out from the crowd. Sharon is well-known in the north west as a designer and lecturer for the BA in Fashion Design at Atlantic Technological University in Letterkenny.

Sharon, ably helped by her model dog Tilly, spent weeks researching and designing the requirements of DogDry as well as coming up with a design that is simply stunning for dogs of all shapes and sizes.

The result is ‘DogDry’ a collection of 5 different-sized drying robes designed in Ireland and created to do exactly as described ‘get a wet dog dry’. 

The product itself is a hugely innovative product as there is nothing of comparison on the market in Ireland or in the UK at present. Frances’ background in innovation came to the fore in designing this product as she broke down the technical capabilities used in super absorbent reusable nappies. DogDry is made with comfortable performance fabrics. The soft bottom layer wicks away moisture and odour. The super-absorbent middle layer locks it away from the dog’s body and the waterproof top layer keeps the mess within the coat and out of the owner’s car and home. 

This is Frances’ first foray into entrepreneurship having previously held a high-flying career in innovation working with global brands such as Diageo, Kellogg and more. Following a ten-year career, break to care for her young children Frances had a light-bulb moment while drying off her beloved dogs with a towel for at least the thousandth time. 

The goal behind DogDry is to take it to as many of those dog families nationwide and move into international markets within the next year. DogDry comes in five sizes from extra small to extra large and all sizes in-between, it is available online from €79 at