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The Dog at Peachfrog Will Wear Anything If You Say It's Pretty

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This is Store Sidekicks, an occasional end-of-the-week feature in which we profile the fuzzy wuzzy creatures who inhabit shops around the city. If you'd like to nominate your favorite store animal, drop us a line at

It's not hard to see why Peachfrog's shopdog Hei Hei has a fan club. The five-year-old Borador (Border Collie/Labrador mix) rescue always welcomes customers into the Williamsburg warehouse-like discount store with a toy-stuffed smile. And he's super sweet and silky soft, thanks to top quality products that include an oatmeal wash. "He's a perfect lady," owner William Norton told us. How so? He likes to keep his legs crossed and will wear any piece of clothing—as long as you tell him he looks pretty.

William never wanted a dog, but one day, his friend told him that he met the perfect pup in Union Square. "It was love at first sight," William says. His girlfriend’s mom named him Hei Hei, which is Taiwanese for Black Black. From the start, he was a total mama's boy, while William jokingly describes himself as the "white trash dad."

But Hei Hei pulls his weight: At the sound of the word "work," his ears instantly pop up and he'll grab his toy, a sign that he's ready to leave for the store. In his spare time, he also loves playing ball and going on road trips. The only thing left for him to do is blog, which we're anxiously awaiting.—Lauren Frankfort
· Peachfrog [Official Site]
· All Store Sidekicks Posts [Racked NY]