Born from one very opinionated Shiba Inu.

Every product at Inu & Co has one thing in common — it was tested, scrutinised, and ultimately approved by the most demanding quality-control officer we've ever met: our Shiba Inu, Sake.

How it started

Anyone who shares their home with a dog knows the feeling. The stubbornness. The drama. The absolute refusal to use anything that wasn't exactly right. Sake had opinions about everything — his bed, his bowl, his grooming routine, his harness — and he made those opinions very clear.

What we quickly discovered was that most dog products on the market weren't really designed with real dogs in mind — the fussy ones, the strong ones, the ones with their own idea of how things should go. Beds that lost their shape within weeks. Grooming tools that pulled instead of gliding. Bowls that skidded across the floor mid-meal. Harnesses they'd wriggle out of before you'd reached the end of the street.

So we started searching. Testing. Returning. Testing again. Every product that made it into our home had to pass Sake's standard first — and if it survived him, we figured it would survive most dogs.

What we learned

Sake's stubbornness turned out to be the best quality control we could have asked for. The shedding that takes over your home. The sensitivity around grooming. The way an accessory is either essential or completely useless depending on the design. The need for products tough enough for real, everyday use, but still refined enough to belong in your home.

Every product in the Inu & Co collection exists because we felt one of these pain points ourselves, with Sake as our test case — and found something that actually solved it, for him and for every dog like him.

• The harness he couldn't wriggle out of — and stopped trying to.
• The slow feeder that finally slowed him down without the meltdown.
• The nail grinder quiet enough that he doesn't bolt at the sound of it.
• The orthopedic bed he claimed within minutes of unboxing.

Our promise

We're not a big pet retailer. We're dog people who got tired of wasting money on products that didn't work, and started curating the ones that did. Every item we carry has been considered through the lens of real dog ownership — not a spec sheet.

If it didn't work for Sake, it doesn't make the cut. If it worked for him, there's a good chance it'll work for whoever's curled up next to you right now.

— The Inu & Co team, and Sake (who is currently napping and unavailable for comment).