Growlmama: A Luxe New Brand for Design-Minded Dogs (and Humans)

Frida the ‘Grenchie’ for Growlmama

“When my ‘daughter-in-a-dogsuit’, Frida arrived, I couldn’t find accessories that matched my personal style, nor hers for that matter”, says Caroline Denyer, the founder of new brand Growlmama. Decidedly un-delighted by the endless parade of paw prints, Paris Hilton-esque bling, and country ‘twee’, which were in her words “not suitable for a maniacal, bone-collecting half-Griffon, half Frenchie with attitude,”  the London-based dog-lover took matters quite literally into her own hands. And thank dog she did, because now we have Growlmama! 

Now available in the StyleTails Shop, Growlmama is a luxe, yet understated brand for design-minded dogs and their humans. While you won’t find a single purple paw print or delicately placed diamante, you will find thoughtfully designed and expertly crafted dog collars, leads and accessories, all made from the finest leathers and hardware. 

The capsule collection features four key products, including the London Collar and Lead, the London Tidy – a very stylish poop bag holder, and the London Carry – a dog walking bag with serious style credentials.  

The London Carry

“I am a big fan of simple, timeless fashion brands like Celine, Margiela and Acne Studios, so these informed my design,” says Caroline, drawing on her inspiration for the collection. “Our aesthetic is intended to have universal appeal to any age, gender or mutt. If you love beautiful design and quality, Growlmama is for you.” 

When it comes to materials, no expense has been spared. Designed in Great Britain and handcrafted in Ubrique, the luxury leather goods capital of Spain, Growlmama have used only the finest quality materials, and employed local artisans to create their first capsule collection. “We’ve used the most beautiful Spanish leathers, that will soften and deepen with age, and that we hope both Growlmamas and mutts will enjoy using and wearing,” says Caroline. 

Growlmama Nero dog collar

Growlmama camel dog lead

Growlmama poop bag holder

“Growlmama is inspired by my beloved Frida: 50% Brussels Griffon, 50% French Bulldog and 100% nuts! I would not have been on this journey, nor made it past the first post without her company and spirit. She’s my muse, my inspiration and hands-down my biggest love. She is always the happiest dog in the park and dead-chuffed to see me and I adore her for it. At the end of the day my primary objective is to create products that help dogs and dog-owners “Play Nicely!” together.”

Growlmama’s capsule collection is now available in store while stock lasts: www.store.styletails.com.

Sara is the Founder & Editor of StyleTails. A writer, design-lover and long-time animal-hugger, Sara launched StyleTails in 2012 to inspire people live a more beautiful life with their four-legged friends. Along with her canine sidekick George, a rescue Yorkie with a big attitude, Sara regularly commentates on luxury pet product and lifestyle trends and has been featured in Elle Decoration, BBC Radio, and is also an expert contributor to WGSN, the leading design trend forecaster.

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