About

One name on a collar. Ten meals for a dog without one.

Look into your dog's eyes and you already know it. There's a whole world of love, loyalty and personality behind every bark. Our dogs give us everything.

We think they deserve everything back and so do the ones nobody came for.

The part most brands skip

You've probably seen a brand like ours before. Buy the thing, feed a dog, feel good. And if you're anything like us, a small voice in the back of your head said: how would I ever know if that's true?

That's a fair question. So we're going to answer it properly, on this page, with names and numbers, because we've read what people say about brands that don't.

Who we give to. Our giving partner is Bali Paws of Hope in Indonesia a fully volunteer-run shelter currently caring for more than 150 dogs and cats. Not a vague "trusted charity." A specific shelter, run by Vera & Rachel, that you can look up and message yourself.

They told us what they actually need: daily food for the animals in their care, veterinary and emergency medical bills, medication for their FIP cats who are undergoing life-saving treatment, and a Rescue Recovery Clinic they're trying to build so rescued animals can be treated before joining the shelter population.

We chose to fund the food, because it's the cost that never stops and the one your order maps to most directly.

How the money moves. A fixed portion of every order goes to them, transferred every week, automatically. Not quarterly. Not "when we hit a target." Not at the end of a campaign. Every week, calculated from that week's orders.

What "10 meals" means. One order funds ten meals. A meal is one dog fed once, costed from what the shelter actually pays for food locally. We didn't reverse-engineer the number from a marketing meeting we asked them what a meal costs and worked from there.

How you'll know it happened. Every month you'll get photos and short videos from the feeding runs. Real animals, real volunteers, dated. Not stock footage, not a rendered dog on a beach. We're also visiting the shelter in Bali in October to meet the team in person and yes, we'll film it, because you should get to see the place your money goes.

Our core values

Built to outlast the dog who wears it.

We started by asking owners what actually goes wrong with a collar. The answers were remarkably consistent: it soaks up pool water and starts to smell. It rubs and the dog scratches at it. And the tag the one thing that matters if they ever get out falls off somewhere in a field within a month.

So we made the opposite. Waterproof, so it rinses instead of soaking. No jangling tag to lose, because your dog's name and your number are on the collar itself. And built to the standard where a nine-year-old dog is still wearing the one you bought at three, and it still looks new.

No trend colors we'll discontinue next season. One thing, made properly.

Every order gives back.

We couldn't take every shelter dog home. So instead of pouring every euro into ads, a real portion goes to our partner funding meals for dogs still waiting to be chosen. Every collar you buy fills bowls beyond your own.

Honest, always.

We will never fake a review, invent a number, or overstate what we do.

We say that because we've watched what happens when brands do. So here's our side of it in plain terms:

• Every review on this site is from a real, verified customer. If we don't have enough yet, you'll see fewer reviews — not invented ones.
• Every number on this site is our real number. Right now that's [4,675] meals funded — which is small, and we'd rather show you a small honest number than a big round lie. Watch it climb.
• Every photo of a dog we've helped is a photo of a dog we've actually helped, sent to us by the shelter, with their permission.
• We'll tell you what our gear can't do. A personalised collar is not a tracker, not a GPS, and not a guarantee your dog comes home. It's a name and a number, on your dog, that doesn't fall off. That's a real thing, and we're not going to dress it up as more than that.

And if you ever want to check any of it: email us and ask. A person will reply, with the shelter's name, the transfer schedule, and whatever else you want to see. Not a template.

The ripple

There are an estimated 200 million stray dogs in the world.

Most of them were somebody's. Former pets, forgotten, left to work out the rest on their own. Local shelters are overwhelmed and underfunded, and the people doing the work are usually volunteers paying out of their own pockets.

We can't fix that. We're not going to pretend a collar fixes that.

What we can do is make one small thing automatic: every time somebody takes care of their own dog, a dog with nobody gets fed. Small, repeatable, and real. Enough of those and it stops being small.

Our goal is 100,000 meals by the end of 2027. We're a long way off. You can watch us get there.

What's next

Collars and leashes are where we started, because that's the thing every dog wears every day.

Next is something for you. Jewelery you'd actually wear — with a small attachment that only means something if you know what it means. For the person who has everything, and would rather have something that does something. A gift that still matters months after it's opened.

Same rule applies: every piece feeds ten dogs.

Join the pack

We're early, and we'd rather have you here for the messy part than arrive once it all looks polished. Follow along, meet the dogs you're feeding, tell us when we get something wrong.

Good for your dog. Good for dogs still waiting.