There are brands synonymous with shaking up archaic processes and aesthetics within their industries: Everlane for ethical clothing, Floyd for transparent furniture, Sweetgreen for healthy salads, and Warby Parker for socially conscious glasses. What about your beloved Fido though? Doesn’t your pet deserve everyday accessories that are as cool, comfortable, and ethical as the rest of your lifestyle? After all, according to new reports, our pets are like children to us. Nearly 75 percent of Americans, aged 30 to 39 own a dog, and 44 percent of millennials see their pets as “starter children.”
Until recently, though, options for high-quality, sleek, and ethically made pet accessories weren’t easy to come by. Finally, though, the future of pet has arrived. Worry no more, Fido. Meet Wild One, a digitally native, design-forward line of pet essentials. It’s no wonder the brand and concept is forward-thinking: The five young executives (and pet parents) of the startup previously come from Sweetgreen, Warby Parker, S’well, and creative startup platform Assembly. So, naturally, Wild One looks as if Outdoor Voices, Warby Parker, and Everlane shared custody of a beloved rescue dog (who now only eats sustainable foods).
Wild One was inspired by the frustrating and complicated pet shopping experience, from navigating through endless product aisles to thousand-page search results and confusing item descriptions. They wanted, like many of the aforementioned brands above, to make things simpler, like a walk in the park, by making the essentials easy to browse, understand, and buy.
In the pet world, there are a lot of bells and whistles—printed harnesses, spiked collars, sparkly leashes, bone-printed water dishes. So for a brand to have the wherewithal, even the audacity, to take a clean, minimalist, and even sporty approach to everyday essentials is bold. Currently, the brand offers collars, leashes, carriers, harnesses, beds, bowls, poop bags, carriers, and even tennis balls, which come in six colorways (tan, navy, red, blush, gray, and black).
The materials are seriously worth noting, too, as they’re inspired by the athletic apparel you love to wear. The sport-focused materials are rare for these types of products (so rare, in fact, that many of the materials used by Wild One have never been used in the industry before). Like the matte flex poly-coated nylon collars, leashes, and harnesses, which wipe clean and are silky-soft and flexible to the touch. Speaking of that cushioned, lightweight, and wipeable harness, one reviewer on the site said it was so soft it felt “like leggings for your pup.” So, basically, Outdoor Voices but for your pup on its morning walk.
Design, materials, cleverness aside, Wild One, which launched this fall, contributes a portion of proceeds from every purchase to Badass Brooklyn Animal Rescue, a nonprofit network of rescuers and volunteers, with the mission of 52 Pups in 52 Weeks—saving 52 at-risk dogs from troubled situations and helping them find forever homes.
Looking good and doing good? Your pet will be so proud while running around town in their sportswear.