We love our dogs. Not because they are the perfect
specimen of a rough-coated collie, or a Welsh
springer, or a Portugese water dog, but because they
are Lola – the sock burglar, Ted – who ‘hops’
when he sees a rabbit, Blaze– who has a thing for
wheels, Mabel – who sings so beautifully when his
ears are rubbed, and Mia – the little princess, who
likes her world tidy, and growls at anything left
lying around. We love our dogs for the one-in-a million,
legendary characters that they are ––– and
for the one-in-a-million, legendary things that they
do.

It’s these one-in-a-million characters that owners
love – and love to tell stories about. And they like
the idea of a brand that sees dogs like this, and
celebrates individual dogs for the legends they are,
and the legendary things they do. They see these
dogs as being ‘the opposite of pedigree dogs’.