Shinola has spent a decade selling the idea that you should buy fewer things and better ones. That philosophy is why a watch company ended up making leather bags, bicycles, and a boutique hotel, and it’s exactly the lens to view its first pet collection through. This isn’t a brand slapping a logo on a squeaky toy. It’s the same restrained, built-to-last sensibility, now sized for a dog, and priced accordingly.
If you know Shinola, the aesthetic will read instantly: understated, tactile, and quietly expensive. If you don’t, here’s the quick backstory, because it explains why the pet line looks the way it does.
From one watch to a whole world
Shinola launched its first timepiece in 2013 and never really stopped expanding. Leather goods came next, followed by apparel and accessories, then jewelry, bikes, and audio gear. By 2018 it had even opened a hotel near its Detroit headquarters. Pets were, in hindsight, the obvious next chapter.
Like most of what the company makes, the debut pet line is designed and built in the United States. It isn’t cheap: a small logo sweater starts at $55, while a large “Kuddle Bed” tops out the range at $360, and nearly every piece carries Shinola’s signature stripes in fall-friendly ochre, cream, and navy.
What’s actually in the collection
The lineup is small and deliberate rather than sprawling. There’s a nylon webbing collar in four sizes, with an optional customizable tag you can have engraved with your dog’s name and your number for an added fee, plus a matching webbing leash. On the apparel side, two acrylic knit logo sweaters handle the “look” while two reversible jackets handle the cold, pairing thick Berber fleece on one face with a navy liner of 100 percent cotton on the flip side.
That Berber fleece shows up again across the collection’s beds and pillows, this time as removable, machine-washable zip-on covers, which is the kind of practical detail that separates a design object you tolerate from one you actually live with.
The part that makes it more than a luxury flex
The sustainability story here isn’t window dressing, because it’s baked into who makes the pieces. Shinola built the collection with the Carolina Pet Company, based in Prosperity, South Carolina, which manufactures most of its goods locally. Its beds use a high-loft fill made entirely from recycled fiber, and every pound of that stuffing keeps roughly 20 plastic bottles out of a landfill. The company says it has diverted more than 33 million bottles since launching in 2007.
There’s a neat bit of supply-chain symmetry, too: Carolina Pet also produces beds for Pendleton, and Pendleton in turn supplies the wool felt Shinola uses in its bags and home accessories. The pet line, in other words, isn’t a side quest. It’s stitched into the same network of American makers the rest of the brand already relies on.
Who it’s for
Let’s be honest about the buyer. At these prices, this is not the collection for a dog who eats bedding for sport or a household on a tight gear budget. It’s for the owner who already thinks in terms of fewer, nicer things, wants their dog’s stuff to disappear tastefully into the living room rather than shout from a corner, and is willing to pay a premium for made-in-USA construction and recycled fill. If that’s you, the Shinola line delivers exactly what the rest of the brand always has: restraint, durability, and a look that doesn’t try too hard. The dog, for the record, will not appreciate any of this. But you will.
Shinola’s pet collection is available directly from Shinola.
