Our Story

Approved by Fritz was founded in 2021 when Daniëlle adopted her rescue dog, Fritz, from South Carolina. With a background in design and a love for dogs, she wanted to create more than just stylish pet products—she wanted to build a sustainable dog brand that takes care of both dogs and the planet.

What began in New York, inspired by the city’s bold colors and street art, has grown into a female-owned pet company with two warehouses and more than 250 independent stockists across the US and Europe.

Fritz, our CEAO (Chief Entertainment & Approval Officer), approves every product before it reaches your home. If it doesn’t make him wag, it doesn’t make the cut.

Our Mission

We design modern, eco-friendly dog essentials for today’s conscious dog owner—colorful, durable, and built with sustainability in mind.

Here’s how we’re making an impact:

• Dog collars and leashes made in eco-conscious workshops

• Dog beds and poop bag carriers crafted from recycled plastic bottles (RPET, GRS-certified)

• Packaging made from recycled and compostable materials

• Collaborations with like-minded sustainable brands

• Support for dog rescue organizations through donations and fundraising

• Sharing dog lifestyle tips on behavior, health, and wellbeing for a happier, longer life together

We believe every dog deserves a forever home, and every owner deserves products that are stylish, functional, and responsible.

Approved by Fritz is more than a pet lifestyle brand—it’s a mission to create a colorful, modern, and sustainable world for dogs everywhere.