Meet the Dog Behind the Fastest-Growing Eco-Conscious Brand in Beachwear

As kids, Caroline and Jake Danehy spent every summer playing on the beach of Fire Island in the tight-knit community of Fair Harbor. As adults, memories of their idyllic summers together and a shared desire to preserve the country’s coastlines and waterways led them to found a sustainable clothing line named for their warm-weather home. Fair Harbor uses up-cycled plastic bottles to make everything from swim trunks to sports bras and golf-wear and is one of the fastest-growing apparel brands around. 

While Jake serves as Fair Harbor’s CEO and Caroline as its CCO, the most important member of the team is, without a doubt, their Bernese Mountain Dog, Maverick. Not only is Maverick the canine face of the brand; he also works behind the scenes, visiting the office at least once a week to make sure everyone is staying on task and graciously accepting head scratches and belly rubs in lieu of a salary.

Maverick, hello! So what’s it like being a professional model?

It’s kind of an ideal gig. I get to hang around good-looking people in bathing suits and I get paid in back scratches and treats, which is an amazing deal if you ask me.

Did you always want a life in front of the camera?

It’s sort of something I just fell into when Jake and Caroline started Fair Harbor. They needed a handsome and lovable dog to add some fun to their catalog, and I fit the bill perfectly.

You really did. Do! How do you stay photo shoot-ready?

Well, I believe in good grooming, so before a shoot I might get a nice bath or maybe my teeth cleaned. Since my fur is dark and black is very forgiving, luckily I haven’t had to endure any restrictive diets. I’m not preparing for the Met Ball, after all!

Good for you! Honestly, restrictive diets are so passé. Now, your name is Maverick, but would you say that’s apt description of you? Are you a rule-breaker? A bad boy?

I think my friends and family would agree that I’m quite pleasant and easygoing, but I don’t mind bending the rules a little. I help myself to the furniture my family provides, which includes various human beds around the house. My favorite pieces are a pair of large leather chairs in the living room. My mom, Sheri, says I have “worn them in nicely.”

What do you do when you’re not modeling?

I commute into the Fair Harbor office once a week so it doesn’t feel like a grind. The only thing I really hustle for is thin-crust pizza.

Thin crust?! In New York?! I’m going to pretend I didn’t hear that. Anyway… what’s a typical day in the office like for you?

I’m a dog of the people, so I really enjoy mixing with my colleagues, getting head scratches, investigating what they’re having for lunch, and following them to meetings. Very important business-type stuff!

You say you’re a dog of the people, but what about other dogs? Are you a “dog’s dog?”

I have many good canine friends, but I don’t get along with just anyone. In fact, there’s a pair of big white dogs who live near me that really rile me up!

What about cats?

We have an unspoken agreement: I don’t like them and they don’t like me.

Rabbits?

A secret hobby of mine is chasing rabbits in the backyard. I never catch them, though. And If I did, I’m not sure I’d know what to do with them. But it’s really fun.

Would you consider yourself an environmentalist?

Absolutely! I love being outdoors and I appreciate what Fair Harbor does to help protect the environment. Our swimwear has repurposed more than 27 million post-consumer plastic water bottles!

Working, as you do, for a swimwear company, you must love the water, right?

Honestly? I’m not crazy about the stuff. In fact, I try to avoid water at all costs, except for drinking it.

Water aside, are you more of a beach dog or a mountain dog?

I do love a beach moment: the ocean breeze and the feel of the soft sand beneath my paws is just so relaxing and it’s delightful to run in. Though, if I’m being honest, I probably prefer the mountains.

What’s your favorite outdoor activity?

Hiking for sure! Sheri takes me for long hikes on Leatherstocking Trail in Westchester, which is close to our home. It’s so much fun.

Do you do any tricks?

I “hug” people I like by wrapping my leg around theirs. It can be a little disarming at first, but people seem into it once they realize what’s going on. I learned this at a young age observing Sheri hug her friends good-bye. It looked like a neat trick and the other humans seemed to like it, so I tried it. Now it’s my signature move!

What about your humans? Have you taught them any special tricks?

When I want a little snack, I pretend I have to pee, so they open the door to let me outside. Then I won’t come back inside until I get a dried turkey treat. I can’t believe it still works every time!

Silly humans. I love your collar, by the way. Where’s that from?

Thank you! This is a classic Appenzeller leather and brass collar. It’s a nod to my German heritage. Sheri got it for me in Aspen a few years back. It’s a style statement – because it is all about the details.

Do you consider yourself a fashion plate?

While I do have a penchant for accessories, my style is pretty laid back. Not a lot of fancy outerwear or statement hairstyles.

Any plans for Fair Harbor to move into dog apparel?

I definitely think they’d be open to it. Fair Harbor makes clothes for the entire family – and I’m part of the family.

Memorial Day is coming up. What are your plans?

Enjoying family time together, barbecuing with friends. I can’t wait to just relax and chill on the beach with my favorite people.

And what about Fair Harbor? What are their plans for the coming summer season?

We have so much going on right now! It’s a really exciting time at Fair Harbor. Between introducing our first new women’s collection and launching five new collaborations this season, we’ve been very busy. We’re also going to be opening our first store this summer at 19 Prince Street in Downtown Manhattan. Stop by and you might just see me.

Here’s hoping!