Hello, I'm Toni, the dog loving and determined owner of WAG&WOOL, where I work together with my mum Debby in Brighton, England.

WAG&WOOL was founded by two friends who shared an unhealthy obsession for dogs and sustainable fashion, along with a desire to make the world a better place. Frustrated with the lack of quality materials in dog wear and the influx of pet brands, all importing from the same factories in the Far East, we felt that dogs and their owners deserved something better.

All our products are made in England, through thoughtful design and slow production practices, using only the best natural yarns available.

I am inspired daily, by my hardworking and wonderful mum but also by my two dogs, Monti the Cavapoo and Marlee the Chipoo (Chihuahua-Poodle), together we all work on making WAG&WOOL the best it can be, whilst never forgetting why we started the journey in the first place.

I hope you enjoy our dog products, as much as we enjoy bringing them to fruition!

Our Mission Remains Simple

We provide stylish and sustainable clothing for dogs, ethically made right here in the UK. Our commitment to sourcing only the best natural and recycled materials reflects our values of preserving nature and pet well-being. We believe that dogs deserve to look and feel their best while minimising their carbon pawprint. Through our thoughtful designs and slow production practices, we aim to promote a more sustainable and compassionate lifestyle for pets and their owners alike

 We proudly remain a women owned, independent business with big ideas and big dreams for a better future