The average American family spends $1,700 on clothes annually, but a Canadian dog has a budget much bigger than that. The big spender is Toby, a 10-year-old Maltese who became Instafamous because of his cute face and love of fashion.
The dog’s handle, @toby_littledude, is managed by his owner, Joyce Chen. Since she started the account, it’s acquired more than 100,000 followers. “I put my sunglasses on Toby one day and noticed that he didn’t mind them,” Chen told ABC News. “I snapped a photo and shared it online and people seemed to love it. This is how Toby’s ‘modeling’ career started.”
As Toby’s following grew, he also developed a sense of style all his own, no longer borrowing pieces from Chen. “Toby doesn’t mind wearing the outfits or glasses,” she said. “It only takes me a few seconds to snap a few photos and then he gets a ton of treats. The key to our photo shoots is to always make it fun and rewarding.”
She soon started spending serious cash on gingham shirts, baseball jerseys, funky hats, bowties, and more. Chen admitted that she’ll spend around $80 per ensemble. And like any true fashionista, Toby isn’t an outfit repeater. The costs add up, but the cuteness makes it all worth it.