Dog coats, elaborate collars and even canine-friendly shoes are being thrown into the shade, quite literally.

A Wyoming-based firm has developed a pair of sporty goggles to protect the eyes of dogs from intense sunlight and other harmful elements.

The $79.95 (£53) specs have polycarbonate lenses and a soft foam frame that fits snugly on the dog's muzzle, allowing the pooch to freely open its mouth.

The goggles were invented by dog lovers Aiden Doane, 31, and Jesse Emilo, 33, from Rex Specs.

The couple said its love of hiking in mountainous Jackson, Wyoming, resulted in both their dogs developing harmful eye conditions.

Their German Shepherd developed superficial keratisis, or Pannus - a common eye inflammation caused by UV rays ,while their husky suffered from chronic sunburn around the eyes.

Protective masks would have helped ease both ailments, but the pair said it couldn't find a product that they were happy to place on their pets.

'The options for eye protection at the time didn't stay in place, or offer a large field of view,' Ms Doane said.

Rex Specs acknowledges that well-trained and working dogs are more likely to accept the goggles (pictured) without resistance

'This was discouraging when we took [the dogs] into the mountains for the adventures they love - so we started making our own goggles for them out of materials we had around the house.'

The final product effectively shields the eyes from sunlight, dust and strong wind, and has round lenses allowing for a full range of view.

Its straps are used to keep it firmly in place.

Rex Specs have already been adopted by the US military to protect the eyes of their K9s.

It is probably not by chance that military hounds were among the shades' early adopters.

Rex Specs' website acknowledges that well-trained and working dogs are more likely to accept the goggles without resistance, while less disciplined pets often try to shake the lenses off.

However, with time and training, every dog can be taught to wear the eye protection, explained the firm.

'When introduced properly, and methodically, the dog will adjust and grew comfortable with them,' Ms Doane said.

'However, to help the them stay on, and in place, the strap system holds the goggles securely to their face.'

The current model is geared towards larger breeds, weighing between 30 and 100lbs (13kg and 45kg) but a smaller version is being developed for smaller pooches.