Peter Alexander & His Dog Penny

Peter Alexander’s dog Penny wasn’t just a beloved companion. She was a long-haired dachshund who became the unofficial mascot of one of Australia’s most iconic sleepwear brands, and the dog who sparked a lifelong passion for animal welfare in her owner. If you’ve ever spotted a dachshund printed on Peter Alexander pajamas or bags, that’s Penny.

{Peter & Penny}

Who Is Peter Alexander’s Dog Penny?

Penny was Peter Alexander’s long-haired dachshund and one of the most famous dogs in Australian fashion.

Peter has spoken about Penny in interviews over the years as the dog who changed everything for him, not just personally but professionally.

She was the reason dachshund prints became a signature of the Peter Alexander brand, the face on the bags, the inspiration behind dog-themed homewares in those iconic pink stores, and ultimately the muse behind a children’s book.

Penny has since passed away, but her presence lives on in Peter Alexander’s designs. For fans of the brand who ever wondered about the story behind the dachshund imagery, it all started with one very loved dog.

Image credit: rescu.com.au

How Penny Became the Face of Peter Alexander

When Pretty Fluffy’s founder Serena had the chance to interview Peter years ago, she came away with a clear picture of just how deeply Penny was woven into his life.

At the time, Peter’s apartment was designed as much for Penny as for himself. Furnishings in soft, muted browns to complement her coat. A bed kept low to the ground for her little legs.

A lift installed within the apartment so she wouldn’t strain her back on the stairs. It was a beautifully considered space that still looked like a slick inner-city home, just one that happened to work perfectly for a dachshund.

That same devotion translated into the brand. Penny’s face started appearing on Peter Alexander shopping bags. Dachshund-printed pajamas became one of the store’s signature items. Dog-themed homewares appeared in the PA range.

Penny went from beloved pet to genuine brand mascot, and the affection Peter had for her gave the whole thing an authenticity that fans responded to.

Peter Alexander’s Animal Welfare Work

Peter credits Penny with awakening his wider passion for animals and their welfare. He has been a longtime RSPCA hero and has raised thousands of dollars for dogs in need through sales and VIP nights connected to his brand.

For Peter, Penny wasn’t just a personal story. She was the beginning of a real commitment to animal welfare that has continued long after her passing.

The Little Miss Hug and Penny the Dog Book

One of the most tangible ways Penny’s legacy was honored was through a collaboration with the team behind the Mr Men book series.

Peter partnered with them to create a special edition children’s book called Little Miss Hug and Penny The Dog, inspired by his dachshund. It’s a sweet piece of memorabilia for fans of both Peter Alexander and the Mr Men world, and a genuinely lovely tribute to a dog who clearly meant everything to him.

About Peter Alexander

For anyone new to the brand: Peter Alexander is the Australian designer behind one of the country’s most loved sleepwear labels. He’s widely credited with making the world of bedwear stylish again and bringing ugg boots back into everyday fashion.

His stores, recognizable by their signature pink shopfronts, carry pajamas, loungewear, homewares, and pet accessories. Dachshund prints remain one of the brand’s most iconic motifs, a quiet, ongoing tribute to Penny.

For dog lovers who are also fans of beautifully made things, Peter Alexander is a place worth knowing. The Penny connection makes it even more special.

Serena Faber-Nelson Founder & Pet Lifestyle Writer

Pet lifestyle expert Serena Faber-Nelson is the founder of Pretty Fluffy. A contributor to Everyday with Rachael Ray, Modern Dog Magazine, Cesars Way and more; her modern, stylized take on DIY dog treats has seen her recipes viewed millions of times over.

Serena is the author of the go-to dog mom bible, Dog Mama, and the popular dog treat recipe book, Healthy Homemade Dog Treats.