Fable Pets

Fable Pets was founded in 2020 by siblings Sophie and Jeremy, who met regularly at New York City dog parks and decided to design pet products from scratch rather than iterate on existing templates. The company holds two patents and runs its own safety protocol in place of industry standards that don't exist for pet products.

They choose food-safe materials for durability and because pets tend to lick their gear, and they keep designs minimal to avoid small parts that could break off and cause harm. Each product undergoes hundreds of safety tests before launch—one line went through 411 tests and thirteen prototypes, another cleared five hundred tests and twenty-three iterations.