Frederico

He didn't start a brand. He just made it impossible not to.

Freddy is a staffy. A rescue dog. And, unofficially, the founder of The Dog Parent Club.

He came into my life through a rescue organisation in 2022. A little battered, a little stubborn, completely himself. The kind of dog who takes up the whole couch and somehow still finds a way to be closer to you - his love language is physical contact, 100% sure.

Watching him go from a dog without a home to become a member of our little family changed something. It made the abstract feel personal. Every dog deserves that: being part of a family.

Freddy doesn’t know he was inspiring a brand. He is just being a dog. That is enough.

This one's for him. And for every rescue still waiting for their person.parents, who are completely unashamed about who they are.

Brown and white dog sitting indoors, looking alert — perfect for dog parents who treat pets as family.
Woman hugging her dog outdoors at sunset, dog licking her face, golden hour glow

The Human Behind It

Hi, I'm Ethy.

I'm a dog parent before I'm anything else.

Freddy came into my life and quietly rearranged everything. My mornings, my priorities, my camera roll. At some point I stopped apologising for it and started owning it. That's when The Dog Parent Club started making sense.

I wanted a brand that felt like us, dog parents, who are completely unashamed about who they are.

Not cute. Not niche. Just honest.

Why it exists

There's a difference between owning a dog and being a dog parent.

The Dog Parent Club is not a subscription.


Not a loyalty program. Not a thing you sign up for and regret in three months. It's a community.


Built around the people who already exist: the ones whose dog eats better than they do, whose lock screen is a silly dog, who've cancelled plans for their dog and would do it again tonight.


You've been a dog parent your whole life.

We just made the uniform.