D O G G U O
The Release of Dopamine:
DOGGUO Scandinavian Pet Color Aesthetics Report
About the brand
THE FOUNDERS
Veerle Schuyt & Jet Raven founded DOGGUO in 2021 on the belief that dogs deserve style choices too. As fashion and interior lovers themselves, Jet and Veerle felt that dog fashion was in dire need of some TLC. They wanted to do away with boring and old and bring in color, creativity and class. From their own experiences in fashion and styling, Jet and Veerle know that fashion can be a force for good. The right accessories can empower women and their furry friends by showing off their unique and beautiful personalities. At DOGGUO, we want to create a world where dogs and their bosses can express who they are by what they wear.
Our belief
Welcome to a world where truly everyone can express their gorgeous, positive and powerful personality in their own unique style.
Everyone, including your furry friend. Because just like you, your dog is unique. They’re like a mini person with their own character, their own likes and dislikes, their little dramas and super excited moments. Let’s celebrate that with accessories that show who they are on the outside!
DOGGUO celebrates your dog’s unique personality with beautifully made and outspoken accessories.
Development and History
Breaking the Mold:
Rejecting Mediocrity and “Boredom”
(2021)
The Motivation Behind the Founding
The founders, Veerle and Jet, are both fashion-forward trendsetters and avid interior design enthusiasts. After getting their own dog, they realized that the dog beds and leashes on the market were always poorly designed and drab in color—completely at odds with their carefully curated, modern home decor.
The Birth of the Brand
In 2021, they decided to launch DOGGUO. With a brand name that has a touch of playful street style, their core mission is to infuse “TLC (Tender, Love, and Care)” into their fashion designs for dogs.
Europe's Rapid Rise in the Fashion World
(2022–2024)
The product has gone viral
DOGGUO has launched its iconic Zebra and Pink & Brown Shades collections of dog beds and collars. Their luxurious texture makes them not only perfect for pets but also ideal as high-end home decor and lifestyle accessories.
Product range rapidly expanded
The brand quickly expanded from basic harnesses, leashes, and collars to hand-knitted sweaters, high-end carrier bags, and stylish food bowls.
Balancing Environmental Sustainability and Durability
While maintaining a bold, high-contrast, and visually striking design, they use premium polyester fabric—which is highly durable, scratch-resistant, and machine-washable at 30°C—along with heavy-duty webbing, thereby addressing the common issue that pet products are “stylish but not stain-resistant.”
Core Culture and
Design Language
The opposite of pet minimalism：
Dopamine Fashion
Unlike Pagerie’s understated earth tones, DOGGUO embraces dopamine-inspired fashion. They excel at blending magenta, mustard yellow, and brown-green color-blocking with zebra prints, polka dots, and stripes. Every time a doggo heads out for a walk, it’s like they’re strutting down a retro runway at Fashion Week.
PPet & Interior Harmonyet & Interior Harmony
DOGGUO places great emphasis on “the visual impact of a dog bed in the living room.” Thanks to their ultra-trendy color schemes, the dog beds and cushions they design are purchased directly by many avant-garde interior designers in Europe to serve as knitted soft furnishings for their living rooms.
SHOP — ALL
Dot sofa dog bed
$213.00
Zebra-seperate
$107.00
DG dog harness
$69.00
Dot carrier dog
$91.00
Poop bag holder heart
$107.00
Splash food bowl
$61.00
Max Brown Hotels
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DOGGUO
Among DOGGUO’s international outreach initiatives, the most iconic has to be its in-depth collaboration with Max Brown Hotels, a renowned European boutique hotel group.
A Pet-Friendly Hotel Experience
To offer hotel guests and their dogs the ultimate in style, DOGGUO has created a custom line of brightly colored, cheerful leashes and collars designed specifically for the hotel. The hotel even hosted a special high-fashion pet photo shoot for the occasion (shot by fashion photographer Floris Hofstra), sparking a Europe-wide social media craze of “stylish vacations with your dog.”
Retail Network
Today, DOGGUO is no longer confined to the online sphere; it has established a strong presence in Europe’s top-tier fashion boutiques and high-end lifestyle concept stores (such as Osso Blu, Pet-à-Porter, and Neusje van Geusje), particularly in the Netherlands, Germany, and Belgium.
Community Gathering
In Amsterdam, DOGGUO regularly hosts community picnics and street photography gatherings under the theme “Dogs in the City.” Participating dog owners typically wear vintage outfits in colors that match their dogs’ coats, making the brand a signature “social identity language” for Europe’s new middle class.
MINIMAL.BOLD.ICONIC.THE DOT
PATTERN
SHOP HERE