Wouf Magazine by María Carrión

WOUF

EDITION 1 | WINTER 19

The magazine about our furry four-legged friend

EDITOR’S LETTER

f I told my 7-year-old self that someday I would work and even hug dogs I might not be alive to tell the story. The truth is that I never imagined that I would be able to face my fear. But the occasion deserves it. I don’t think anyone in the room imagined ten years ago that pets would get this far. I remember in our small family plot running among the rabbits and chickens and even “playing” with my parents’ dogs - thanks to my panic I never thought they were mine as well. They were crazy. Now I think about it and maybe that madness would have made me a millionaire. Seriously, his face was really scary. Dogs have become more fashionable today than ever. You don’t recognize so much the fact that you have a pretty pet or that you are able to make your pet play dead - tongue out included. If you also have an Instagram account and has thousands of followers, you have become the king/queen. We have spoken to one of the kings of the Internet, a bullterrier that accumulates more than 600K. (page, 5) So overwhelming is this trend that even prestigious brands such as Louis Vuitton, Gucci, Coach, Dolce & Gabbana, Longchamp or Moncler among others have designed products for the best friend of man. From necklaces and hats to jackets and coats. And that’s not all, they’ve even added to these furry companions in their advertising campaigns. I hope there will never come a day when dogs rebel and we end up with a parallel reality, humans acting like dogs - wait, I’m not so sure if that’s not happening already. Surely my fear would blossom again.

María Carrión Editor-in-Chief

CONTENTS EDITION 1 | WINTER 19

05 10

SOCIAL MEDIA FASHION

PEOPLE

FAVOURITES

SHOPPING

TIPS

28 29

DO IT YOURSELF ASTROLOGY

SOCIAL MEDIA

THE WORLD OF ‘INSTAPETS’

ine years ago, the most famous social media related to photography was created: Instagram. On October 6 of 2010, the largest virtual photo library in history was launched. What many do not know is which was the first photo that appeared in the feed. The answer: a dog. It was published by Kevin Systrom (@kevin), the CEO and co-founder of Instagram, in July 2010. This first snapshot of what has become the social network of photographs par excellence was starring a stray dog in Mexico. Almost nine years have passed since that photo and, as if it were a premonition, dogs - and pets in general - have been gaining ground little by little. They have become protagonists not only of images that accumulate millions of likes, but also of different accounts dedicated exclusively to the hairy world. Among all this unlimited offer of images and themes, the ones that stand out are those that portray “man’s best friends”, yes, the furry, adorable and innocent dogs. Some of them have attracted so much attention that they are even known as “celebrity dogs” and have

thousands of followers who expect to smile at their funny gestures, poses and mischief. First place is certainly for Jiffpom (@jiffpom). It’s the most popular mascot on social networks. His almost 9 million followers in Instagram confirm it. Jiffpom is a Pomerania breed dog that lives in Los Angeles. It has become a star, so much so that it already has its own line of products such as toys, stationery, ‘emojis’, ... Marutaro (@marutaro) is a Shuba Inu living in Japan. Like his four-legged friend, this instadog has gathered 2.5M followers. His photos reflect aspects of his daily life and his obsession with cuddly toys. His snapshots can reach up to 100K likes. The truth is that not only perfect photos and perfectly groomed dogs have a place in social media. In third place are Tuna (@tunamealtsmyheart) and Marnie (@ marniethedog), two pets out of the ordinary. Each has more than 2 million followers. What makes them so special and loved by society is their appearance. Tuna has a deformation in the jaw and its owner knows how to take advantage of it without being offensive. Her photographs, like those of the other accounts, tell of her daily life but in a much more relaxed and fun

ONLY THE HASHTAG #DOG HAVE BEEN USED MORE THAN 205 MILLION TIMES

way. What you will find most in his profile are images of Tuna disguised in a thousand different ways: from Santa Claus to a mermaid. Just like Tuna we find Marnie who, not only has a problem in his jaw which makes him always carry his tongue out, but also has a problem in the spine and hip which only allows him to walk with the body diagonally. The owners of Shih Tzu also knew how to see the good side of things when he came to his family at the age of 11. Currently Marnie share snapshots with many celebrities like Demi Lovato, Selena Gomez or Usher. In both, his physical problems have not caused any impediment for the number of followers to increase every day, but quite the opposite. But this doesnâ&#x20AC;&#x2122;t end here. Instagram seems to be divided

into three distinct groups. On the one hand we have the group to which all the above-mentioned accounts belong. In them, the owners of the dogs dedicate themselves to immortalize their loyal friends in amusing positions, dress them up, or even record them in their daily life. Their main intention: to upload them to the platform for millions of followers to have fun. On the other hand we find pets that, due to their popularity, have managed to make their place in the world of fashion. This is the case of Bodhi (@menwearsdog). He calls himself the most stylish dog in the world. And he is not wrong. This ‘it pet’ has positioned itself as one of the best dressed dogs in the world, his more than 360,000 followers confirm it. The dog never ceases to inspire with its looks based on garments by Céline, Topman or Gant, three of his favourite brands. Its owners began to publish the photos for fun but seeing the success of these decided to continue and open accounts on each platform. “Menswear Dog’s intention is to combine internet pet memes with fashion blogs, giving them a new twist,” explained Yena Kim and David Fung in an interview for Yorokubu. Roscoe (@roscoelovescoco) the dog of Formula 1 driver Lewis Hamilton, is the latest to join the already rich list of famous animals that also make their image economically profitable. This makes us talk about the last group. It’s celebrities’ pets. These first became famous for their owners but, taking this for advantage, have also managed to make their place in Instagram. Roscoe isn’t the only pet that has jumped into the media and become a celebrity in his own right. It is worth remembering the designer Karl Lagerfeld’s cat, Choupette (@choupettesdiary), who was published in different French media that earned about three million euros a year for collaborating with fashion brands. And there are others that are almost as admired in Instagram as their owners. For example Miss Asia (@missasiaxoxo), Lady Gaga’s black French bulldog; Matilda (@matildaferragni), Chiara Ferragni’s bulldog or Gary (@garyfisher), the dog that belonged to the actress Carrie Fisher. Instagram has evolved over the years but so far there is something that has not changed. Since the platform was created, each image has been accompanied by its corresponding title and a series of hashtags; a fairly new concept that at that time was only used on Twitter. A hashtag is a tag that describes, usually with a word, the image and allows it to be categorized into a group or groups. Thanks to them it is possible to

know the number of images that have been uploaded according to the subject it contains. The hashtag #dog is one of the most used in the social media. Only with this tag have been uploaded more than 205 million post. But that is not the only one. This hashtag is not used alone, but next to it are also #instadog or #instapet with 61M and 19M respectively. The truth is that the society of Instagram rises like foam. According to a study carried out by Statista, every minute more than 65,000 images are uploaded to the virtual photo library and it has more than 500 million daily users. In 2018, Instagram has beaten any expectation, reaching more than 800 million users. It is the only social media in which 90% of users are under 30 years old. Perhaps this is why kittens or dogs have become popular in recent years. •

FASHION

THE VAIN LITTLE DOG 10

ANIMAL PRINT SPIRIT

Jacket from Zara (£69,99), necklace from Sfera (£24,99)

PARTY MOOD

Dress from Pull&Bear (£25,99), Necklace from Sfera (£24,99)

TRADITIONS

Dress from Zara (£35,99), hat from Vintage Lanvin (p.v.e), footwear from Cesare Paciotti (£459)

ALWAYS SPRING

Shirt from Zara (Â£69,99).

PHOTOGRAPHY: PEDRO R. TROYANO AND ÁNGEL VILLAR MARTÍN-CARO / STILYING: CARMEN PÉREZ / CREATIVE DIRECTOR: MARÍA CARRIÓN / ASSISTANT: YOLANDA VILLAR JARA

IN THE OFFICE

Jacket from Stradivarius (£45,99), Sunglasses from River Island (£14,99)

PEOPLE

THE DOG OF THE 600K FOLLOWERS. Rafael Mantesso is a Brazilian illustrator who sweeps Instagram, especially thanks to his fun mix of illustration and photography in which the main character is Jimmy Choo, his bull terrier.

I realized you started posting photos of yourself and then you started posting photos of Jimmy (his dog). Why you decided you post photos of him? I think it is a natural decision. In the beginning I just take pictures of food. I already had a blog of food and gastronomy. I started my Instagram account when the app appears. I decided to create a profile to post content about my food blog. So, I started to make draws on food. At that time I was married and we had our dog, Jim-

my. But everything changed when I got divorced. At the same time that my divorce was being processed, You have reached a huge number of followers, how the restaurant where I was working went bankrupt this has changed your live? In one-point or another and I had to quit my job. At that time, I feel I was in you are kind of famous in social media, especially on the middle of nothing, living in an empty apartment Instagram. with Jimmy. I had no job, no money but full of empty Of course when you reach that number of followers -I time to be creative. know I am not the most follow and there are accounts It was a natural thing for me to change the subject on that has millions of them- companies and people befood to Jimmy. My apartment was empty and with came interested on you. loads of white spaces. So, this plus the huge amount When I get some invites for companies I never take a of empty time make me thought that I needed to fill decision driven by money. I always collaborate with this time in any way but with no money I started to them when I think that the partnership would be create with jimmy. good for me, for Jimmy or for the cause that I believe He was with me the whole time, staring at what I was in. I have been working on projects that are not just doing. I started to draw on my floor and walls and good for me but good for what I fight for. take pictures of Jimmy in front of this paintings. There is a company here in Brazil that makes jewellery charms and bracelets. I collaborate with them with Oh, do you still create your pics in the same way? my draws of jimmy and also one special one that was Now I do the draws after the photo. I have a small a homeless dog. I agreed to work with them on the studio in my home with a white background, I place condition that the proceeds from the sale of the hojimmy on it and take a pic. After this I edit them and meless dog pendant would go to an organisation of draw on then in my computer. In the beginning as I my choice. This is the kind of things that I am doing had lot of time I spend it drawing in the actual floor with companies. and walls. I could stay one day to create and take one They have to understand me and my situation and photograph. Now I don’t have that time and I realised that I am not doing this for money. I started to do the that people don’t care if you draw it on the floor or it pictures for me, for myself and my joy. I didn’t create is digitalized. a business of photos of dogs. People ask me if I can I saw recently that you post a video on Instagram showing how you work with Jimmy. Is he an easy dog to work with? I never trained Jimmy before. People ask me how I do ‘freeze’ Jimmy in that position and how is that possible because their dogs are crazy or really nervous, so Jimmy is it as well. He is unstoppable. But there are some tricks that I use to take the pictures of him. For instance, I never take pictures of him during the day. What I realised is that it was easier to take them during the night when he is more tired. I only need him in the right position for no longer than 1 minute. When I think he is ready I start shooting and I can do more than 200 shoots in a minute. It is the fastest work in the world. The most important thing for me to take the picture shoot their dogs to create posters and my answer is is that Jimmy has to like it. I would never put in in always no. I only photoshoot my dog. a position where he feels uncomfortable or not good for him. He likes a lot to be photographed. As a bu- Apart from that jewellery company you worked with, llterrier, they love to be the centre of our attention. I I saw you also collaborate with Jimmy Choo. How make sure he knows he’s the star. He really loves it! this happened? In addition, I usually give him small sweets or pieces Jimmy’s name is actually Jimmy Choo, my ex-wife of his favourite food, meet. That is my payback to him gave him this name. When our story started to spread to help me to take a new photo. on the internet the CEO of Jimmy Choo saw it and

“I MAKE SURE HE KNOWS HE’S THE STAR”

contact me and invite me to do a feature with British Vogue in London. I couldn’t accept it because it was very difficult to put Jimmy on a plane for that much hours. I didn’t want him to suffer. It was the biggest invite in that moment but I had to refuse. They were super excited about my job and Jimmy, so she had the idea to collaborate in another way: create a collection of bags, wallets, handbags, clutch, purses with Jimmy on them. I had to ask for a friend for a camera because at that time I didn’t have a proper one. So we took the photos sent them to the CEO and they started producing all the stuff. It was a huge success and it was sold in less than 3 weeks. At the same time the idea of a book arrived and from that moment this never stopped.

cess of writing a book is very easy but is very difficult when you never did it before. My agent created some power points and meet some editors and publishers to present our ideas. All of them liked and accepted to print it. The book was presented at the end to ten publisher and the ten publishers wanted to print it. They asked me for around 120 original photographs that I never published before. I locked myself into the apartment for around two or three months and took pictures every single day. We launched the book in October, after the Jimmy Choo campaign. To be launched both at the same time was very helpful because many countries bought the rights to publish the book in their country like Brazil, Indonesia, china, Germany.

So tell me more about the book. It was launched in You also launched more merchandising like playing 2015, right? cards, calendars, notebooks, diaries, and started with We started with the book at the same weeks that was this in 2015, was an amazing year for you and Jimmy. happening the Jimmy Choo collaboration. The pro- Like with the book there were some companies that wanted to buy the license to create a huge variety of products with Jimmy on it. There are products in more than 29 countries from stickers, pencils, notebooks to t-shirts and mugs. The negotiation was easy they want to use pictures already published so it was awesome because I didn’t need to create new stuff for them. I am still amazed when I see people buying Jimmy’s stuff. I am a small guy from Brazil with his dog and it is shocking that people from Russia, Japan, Germany have merchandising from him. What I can see is that Jimmy just reach what any other dog of his breed haven’t done before. Which was the campaign that make you think ‘oh wow, let’s do this!’ and change your life? I know you work with brand as Sony Experia, Pedigree, Ampara animal, … There are differences between all the collaboration. I think the most important for the point of view of reach was Jimmy Choo. I never ever imagined the name of a famous shoe brand would contact me to do a collaborative work with them. If we are talking about exposition, brand, power in social media, … definitely the Jimmy Choo one So it helped you to grow and to get more follow and income to your page? Yes, sure! And of course, Ampara animal is the biggest animal organization in Brazil and I am member of his consul. We help more than 10.000 dogs and cats every month. I adopted a shelter with 500 dogs. I don’t use to talk about it because I don’t want people to think that I

am doing this for self-promotion. I do this because I am unselfish and I feel good helping these dogs and for me. Seeing dogs happy makes me happy. I do this kind of collaborative but they are not about money or followers, … It is the way I want to spread my love for dogs and use my work and voice to help another dogs.

How do you feel after all you’ve accomplished? Did you ever think this could happen? Now, at this moment I am facing a very difficult challenge because I know and everybody knows that Jimmy will not be forever with me. It is awesome to work with him and this is the reason I made and create the cartoon for YouTube. I want to work with Jimmy You have also a Facebook and Twitter account and a forever and with the animation I can give Jimmy an recently open YouTube channel ( @gojimmygo) whe- endless life. He will be alive for me forever but I really re you started like a posting animation videos, like a don’t know once he leaves me if I will continue to cartoon about Jimmy. Which is your favourite social work with him or maybe begin a new phase. What media and why? I am doing is to enjoy the moment as much as I can Definitely Instagram because is where I grow up and it for him, doing the best I can for him and for me. The was my first social media. I use it as my portfolio. You walls, the pictures, the cartoons, I am enjoying every cannot see my personal life on it, just see a part of my little thing. I want that in 20 years look back and be life that has Jimmy on it. I am better with pictures proud of what I have done. than with words. I don’t like to put my face or something where I appears in my accounts. It is so difficult I think there is a huge different between the most fofor me to put pictures of myself on Instagram, to open llowed dogs on Instagram and me. You will just see my heart. I am in a point of my work where people fo- photos of him he is cute and funny, definitely better llow me because they have a kind of connection with looking than me. I am good in draws and he is the star me and I need to give them a bit more intimism and and my draws are just addition to the pics. I want to to show them that I trust them. It is like to have 600K show him in a different way that people understand friends, when I am sad, have a problem or when I the bullterriers with the draws. I thought that these feel happy I share this with everybody. When you put drawings, even the most beautiful or ugly ones, were your truth on what you are doing people will unders- a good way to send a little humour to this breed of tand that you are doing it and they give you this back. dogs. •

FAVOURITES

OUR FAVORITE ACCOUNTS Instagram is the favorite social network par excellence and we couldn’t stay without showing you our favorite accounts. Incredible photos, dream places where you’ll wonder how that dog got there. The truth is that in this issue dedicated to the most famous dogs on the net could not miss these special profiles. What connects these three accounts is the quality of their ima-

ges. Their owners travel the world with their four-legged friends. There is no place that can resist them. We are sure that once you discover them you will not be able to stop following their adventures and wish that the next photo arrives to be able to transport you to those dream places.

THERON HUMPHREY & MADDIE (@ thiswildidea) Theron Humphrey is a photographer who had very clear ideas. He wanted to start a 50-state photo-project road trip. During his trip, he made a stop at an animal shelter, where he adopted Maddie. Who quickly became her very best friend. Together they have traveled more than 65,000 miles and all this is documented in their Instagram account. “But I do remember thinking that I would want to look back and remember what my truck and companion looked like in 30 years,” Humphrey says in his book, which publishes April 1. “Sort of how old photographs of your parents’ first car feels.” Perfect frames and incredible lights, you can’t miss the story of this coonhound and his owner.

HARLOW AND SAGE & CO. (@ HarlowandSage)

In the beginning, it was Harlow and Sage, the best dog friends in the whole world. Sage was a Miniature Dachshund and Harlow, a Weimaraner. But one day Sage passed away and the family decided to adopt a new friend for Harlow, Indiana. She was another miniature Dachshund. But this wasn’t enough for this family of 4. A year after, they welcomed Reese, the same breed as Indiana and their cat Malcom. One day, they found a few months old puppy in the snow. They couldn’t leave him there so they rescue him and brought him home forming a family of six. As you can see from the pictures, the four-legged family is very close. In their profile you will find photos of all kinds. Pictures that convey the best of each breed and their complicity.

JEREMY VEACH & NORM (@ jeremyveach)

Jeremy is also a photographer whose Instagram account has attracted more than 297K followers. His profile is known primarily for shots of natural landscapes which incorporate his pug, Norm. His photographs transmit good vives and peace. Once you enter his profile you will not be able to stop looking at wonderful snapshots of natural landscapes in which, in one way or another, Norm participates. Norm even knows how to take selfies. It’s an account full of pictures of their travels and funny scenes from his daily life. We’re sure you’ll want to adopt a pug just to try to imitate these amazing pictures and teach him how to use a camera to take selfies together.

SHOPPING

THE MOST WANTED COLLECTION 24

Mr Dog has become the canine fashion brand of choice. The brand has discovered how to combine lines and architectural style with the modern and unique. For the company there are no differences between products for dogs and products for people. They are aware that they both live in the same world, only that the first

ones lick, scratch, chew, bite, throw, rub, smell and drool everything that is put in front of their snout. And this is where the designer under the name of Mr. Dog were inspired to create their collections. They have combined style with durability and utility to decorate our home with the best accessories for our pets.

Available in three sizes and two colors. Individually packed in a custom wood crate to ensure safe delivery. Prices: Small (475$) Medium (575$) Large (675$)

TIPS

OH NO, WHAT IS THAT SMELL?

1 2 3

Each dog has its own particular smell, however, there are dogs that smell very strong and other ones that barely smell. Here you have some tips for your dog to smell great and also to make this smell disappear from your house too. Sorry if this make all dogs go crazy, even their owners! The bad smell can be due to several factors including sweat, dirt or the presence of fungi among others. Although most are for reasons that do not affect the health of our dog is important to rule out that could be some skin disease.

REGULARLY BRUSH YOUR DOG

Brushing is a necessary practice in the daily grooming of dogs. It not only removes dead hair but also helps us to remove dust and dirt that may adhere in the street and even in the home itself.

BATH YOUR DOG ONLY WHEN HE NEEDS IT

The bath of our pet is a very important routine to improve the smell of dogs but attention: we should not bathe them excessively. You may think that this is not possible, but the truth is that if we bathe our dog too much we will be removing the natural fat from the skin and therefore our faithful friend smells worse.

DRY AND PERFUME THEM

A bad drying also causes a bad smell. Sometimes dry them with a towel is not enough and can remain wet. Our recommendation is a specialized dog dryer. Silent and useful, just like a professional.

Images from Freepik.com

DO IT YOURSELF

APPLE AND CINNAMON DOG BISCUITS Ingredients • 3 cups whole wheat flour (you can use another flour if you prefer) • 6 tablespoons virgin olive oil • 1 apple • 1 egg • 3 teaspoons ground cinnamon We will need • 1 bowl to make the mixture • A rolling pin for kneading • A small cookie cutter mould (not essential)

1. Grate the apple with the skin (well washed previously), but without the seeds. 2. Combine the flour, apple, cinnamon, egg and oil in a bowl. Stir well with a spoon until you can knead it with your own hands. 3. If you see that the mixture is very dry, you can add up to half a glass of WATER to lighten it. 4. Now spread the mixture on a surface where you can flatten it with the help of a roller and cut cookie shapes with a mold. If you don’t have a mold, turn a round glass and use it as a guide for cutting round shapes. 5. Take them to the oven at 220 ºC for 12 minutes. This way you will get crunchy biscuits, but if you prefer, bake at a lower temperature to make your dog biscuits “softer”. According to your taste. The second option for making dog biscuits without an oven is to take them into the microwave, 2 minutes on each side of the biscuits (total 4 minutes in the microwave). And now we have our apple and cinnamon dog biscuit recipe ready!

Images from Freepik.com

ASTROLOGY

DOG’S HOROSCOPE CAPRICORN

GEMINI

TAURUS

ARIES

This stage of such special strong energies must be focused well, channeling the energies in the proper way. It’s time to stop barking every time a car passes, don’t you see all the energy you spend?

It’s time to energize your social participation and take it to another level. Don’t be so selfish, that teddy bear can make others happy too. Sharing is caring.

The first week of the month will be favorable for cultivating your personal relationships and having a different participation in society. It's time to sniff out that little dog you like so much.

You will have a special energy which, if well focused, will be a push towards autonomy, independence or leadership. Make those around you understand that your bed is yours alone.

VIRGO

LIBRA

LEO

CANCER

It will be a crucial stage for your finances and shared resources. Say bye to your favorite toys and make room in your little bed, it seems that very soon will come a visit that will stay a long time.

A great stage begins to establish new norms in family life. Make them see that you have learned where you can do your needs and where you cannot. You are no longer a puppy.

It’s a matter of revising and retouching old habits. Start wondering if making so many holes in the garden is worth it. Your owners will thank you and will price you with new toys.

You will notice an accelerated change of pace and you will feel that you are facing great challenges. Are you ready to climb slopes and jump fences? You better stop eating these biscuits.

SAGITTARIUS

AQUARIUS

PISCIS

SCORPIO

It’s time to believe in you and raise the standards of your life. It’s time to make your owners see that you need a change in your diet. Put aside that stinky food and ask them for some quality.

This month will be a considerable mental challenge. Try to be practical and try to make the most of your knowledge. It’s okay if you don’t recognize yourself, you probably need a good wash.

You must act with firmness and determination to defend your rights and your autonomy. That cat can’t keep all the attention, it’s time to put him in his place. But biting is not allowed.

It enters a stage to focus energies in a special way on labor and domestic issues, as well as for health. Stop eating everything you find on the floor, it can take its toll.

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