Our Story
What started as a small passion project has grown into something so much bigger. A lot has changed in 10 years, but some things never will.
It’s All in the Details
I've always believed it's the little things that make something special. Whether it's debating the perfect shade of pink or milling our own flannel for just the right softness, we've spent 10 years obsessing over every last detail.
Made With Care, Made to Last
From the beginning, I wanted manufacturing partners who shared my deep commitment to quality and craftsmanship. Ten years later, we're still working with the same three family-owned U.S. factories who took a chance on us back then.
1 Order = 1 Pound
I've been supporting rescue dogs since I was 12, so being able to make an even bigger impact through The Foggy Dog is especially meaningful to me. With every order, we give one pound of food to rescue shelters. Thanks to you, we've provided over 500,000 pounds and counting!
For Dog Moms, By Dog Moms
What started as one dog mom's dream has grown into an incredible team of women who love dogs as much as I do. We know there's nothing quite like the bond between you and your pup, and it's what inspires everything we do.
10 Years In the Making
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2016
The Foggy Dog started on Etsy with pillow-style dog beds and a simple idea: pet products could be thoughtfully designed, too.
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2017
We started at local craft shows, meeting some of our first San Francisco customers and growing the brand one connection at a time.
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2018
Our first collars launched and quickly became a fan favorite. We’ve continued expanding the category ever since.
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2019
With orders stacking up, we hired our very first employee to help pack boxes and keep up with the growth.
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2020
We moved into a 2,500-square-foot space in San Francisco’s Mission District, giving our growing team and inventory more room.
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2021
As the brand grew, so did the recognition, including one major pinch-me moment: being featured in Oprah’s Favorite Things!
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2022
We held our first official brand photoshoot with photographer Christina Schmidhofer, who we still work with today. Every dog on set was a TFD pup-stomer—a tradition we’ve continued ever since!
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2023
Embroidery and engraving were introduced to help you create something just for your pup. Today, over 50% of orders include something personalized!
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2024
Our first-ever collaboration with Rifle Paper Co. brought their signature style to a special collection made just for pets.
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2025
By 2025, our team grew to 10, with more people behind the scenes bringing each idea, launch, and order to life.
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2026
Active by TFD launched as our first performance-focused collection, made for everyday walks, bigger adventures, and everything in between.
Founder Favorites
Discover the pieces our founder, Rose, loves the most.
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Lake Blue Stripe Dog Bandana
Regular price $26Regular priceUnit price per -
Evergreen Gingham Dog Collar
Regular price $35Regular priceUnit price per -
NEWMerry and Bright Fair Isle Dog Sweater
Regular price $55Regular priceUnit price per -
Bone Pet ID Tag
Regular price From $20Regular priceUnit price per -
NEWHere Comes Santa Interactive Snuffle Dog Toy
Regular price $26Regular priceUnit price per -
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Hawthorne Plaid Flannel Collar Walk Set
Regular price $99Regular priceUnit price per$121Sale price $99
The Golden Ticket Giveaway
10 years, 10 days, 10 Golden Tickets!
Starting October 22, we're celebrating our birthday by giving away 10 Golden Tickets, each worth a $250 gift card. It's our way of saying thank you for being part of our story. Feeling lucky?
Join the Paw-ty!
Celebrate with us and follow along @thefoggydog
