LOYALTY HAS
a uniform.
WEAR IT.
Streetwear-inspired dogwear, built around loyalty. Limited to 100 numbered sets.
/ THE MANIFESTO
BUILT.
NOT MASS-PRODUCED.
ENGINEERED.
NOT ASSEMBLED.
LOYAL.
NOT FOR SALE.
/ CORE COLLECTION · CHAPTER 01
CHAPTER 01.
The foundation. The pieces every set is built around — engineered once, refined forever.
/ NEXT CHAPTER
CHAPTER 02 — loading.
New drops, new colourways, seasonal capsules. The Core stays. Everything else evolves.
✦ BUILD YOUR SET ✦
CRAFT THE PERFECT KIT.
Three steps. One curated set. Save more the more you bundle.
SELECT
SIZE
CONFIRM
STEP 01 · SELECT YOUR PIECES
0 selected · matched to The Walk Set
/ SHOP THE SETS
SAVE MORE
TOGETHER.
SET № 01
THE FULL SET
The complete DogWear uniform. Onyx Harness + Coat + Collar + Lead. Matched and numbered.
SET № 02
THE WALK SET
Harness + Lead. The two pieces that connect you. Matched hardware, matched intent.
SET № 03
THE EVERYDAY SET
Collar + Lead. The daily uniform. Gunmetal hardware, matched finish, numbered plate.
/ NOT A BRAND. A SIGNAL.
ONYXWEAR ISN'T
something they wear.
IT'S THE UNIFORM
OF THE LOYAL.
A culture for owners who put their dog first. The ones up at six. The ones out in the rain. The ones who treat the bond like it matters — because it does. Every chapter is a new uniform. Every set is numbered. The product is the entry — the loyalty is the point.
WORN BY
THE LOYAL
BUILT FOR
THE BOND
MADE FOR
LIFE
/ THE FOUNDERS
IT STARTED ON
the astroturf.
JAYDEN KAY
CO-FOUNDER
ALFIE TERRAS
CO-FOUNDER
Two mates. One worn-out patch of local field under the floodlights. Between throwing the ball the talk kept drifting to the same thing — the gear on our dogs wasn't built for them. Thin nylon. Cartoon prints. Branding louder than the build.
So we stopped complaining and started designing. Sketches on the back of receipts. Prototypes tested on our own dogs — on the streets, on the field, in the rain. Every piece earned its place or got cut.
No designers. No insiders. No filler.Just two mates who refused to settle — and a 100-set drop built for the ones whose dog comes first.
/ THE TEAM
THE PEOPLE
behind the drop.
JAYDEN KAY
CO-FOUNDER · CREATIVE DIRECTOR
ALFIE TERRAS
CO-FOUNDER · CREATIVE DIRECTOR
HARVEY BOWDEN
SUPPLIER RELATIONS · LOGISTICS
CHARLOTTE ASHWORTH
MARKETING · CONTENT STRATEGY
INVITATION ONLY · OPENS SPRING ’26
THE
ONYX COLLECTIVE.
A private circle for owners who uniform their dog in DogWear. Limited to 500 founding members. Once it's full, the doors close.
№ 01
FIRST ACCESS
Every DogWear drop unlocked 72 hours early.
№ 02
MEMBERS PRICING
Permanent 15% off every chapter.
№ 03
MATCHED SETS
Members-only matched capsule colourways for your dog.
№ 04
THE PACK
Invite-only walks, pop-ups and member fittings.
CURRENTLY · 312 / 500 FOUNDING SPOTS RESERVED