We blend of activism, challenge thought and provide quality choices for people who want to be part of better ways to do things. We have one world and one life and we believe business should be more than just focused on profits.  The approach we take towards our business and products demonstrates deep thought for companion pets, the environment, sustainability and ethics. 

Our mission is to deliver premium products with an unwavering commitment to quality, functionality and purpose.


Our business started from a spare room in the outskirts of South Western Sydney, Australia, sparked by a determination to provide products with a better quality and better conscience.

In a world overrun with business who only push clever gimmicks for profit driven goals, throw away products with no souls, we committed to standout style, stand up quality and sound functionality in everything we did.  

The end customer in this industry cannot speak or express what it needs. Our products are designed and carefully thought out with the needs and comfort of canines first and foremost. Our sub brands and products are industry disruptors and each has their own unique story.

  • Our SupaTuff range is LifeTime Guaranteed it offers strength, safety, security and comfort for both dog and handler and backed with a Lifetime Guarantee that speaks for itself.  So many products are designed to fail and our commitment is to make products with a conscience.
  • Our ECO+ Natural Essentials range of toxin free, cruelty free and all natural grooming products.
  • Our RAW range Natural raw food nutrition and All Natural Health Treats & Supplements promotes natural biologically appropriate nutrition for dogs as well as promoting ethical free range food sources.

Stand Up. Stand Out and be the change you want to see. Went Rogue. Stayed Rogue