BY ALLISON LEE
There can’t be many dogs that own a wardrobe to rival their owners. However, for Monti, owning luxury clothing isn’t something he has to worry about—thanks to his owner, Toni Walker, and her business, Wag and Wool.
Toni Walker became a dog owner in 2018 when Monti came to live with her and her partner, and they quickly found him to be the “love of their lives.” Inspired by wanting to spoil Monti, coupled with her own love of sustainable fashion, Toni set out to create something similar for dogs. She explained that she grew frustrated when looking for dog wear, as the only options were either cheap or high-end luxury—nothing that seemed design-led or contemporary. This was the nudge she needed to set up her own business, leading her to launch a brand selling the first-ever dog jumpers made from British wool, something she says makes her “extremely proud.”
Toni, along with her mother Debbie, runs Wag and Wool, a company that was established in 2021. Toni shared that she started the business using her own savings and admitted it was slow to take off. She realized there was something about the brand that didn’t resonate with consumers. Then, in early 2024, it dawned on her that she needed to pivot and adjust the creative direction. This shift resulted in introducing the British Wool range, which allowed her to offer more impactful colors while continuing to provide her original heritage designs.
Toni says that all products in her range are made in the UK. They are designed in-house and manufactured by a family-run business. She currently sources two types of yarn: British Wool from a well-respected family-run mill in Shepley, West Yorkshire, and Lambswool from Hinchcliffe and Sons, a family-run business that specializes in premium wool finishing.
Although setting up the company has taken its toll at times, Toni says, “I am so passionate about the business and ensuring it becomes a real force for good. I cannot wait to grow the team and create something global. I would like to see British Wool dog jumpers sold all over the world and reignite the demand for wool in ways that probably weren’t expected—I absolutely love the idea that dogs are walking around in British Wool; it makes total sense to me.”
Toni has been extremely busy lately, and her business has grown rapidly over the last twelve months, with sales doubling from 2024 to 2025. She has now teamed up with The National Trust Scotland to launch a co-branded dog jumper and beanie range. Toni says, “I couldn’t think of a better brand to work with, and we are so excited about this.”
Wag and Wool never use acrylic in their products—everything is natural. Toni plans to use waste yarn to create rope leads that match the jumpers, all of which will be made in the UK.
Toni went on to explain more about her hopes following The National Trust Scotland project: “Part of the Wag and Wool and The National Trust Scotland project is all about storytelling through knitwear, and the NTS has a big following in the USA, so we are hoping to drive exports through this partnership while also supporting the Trust’s amazing conservation work.”
The company’s mission is to craft sustainable dog wear that looks beautiful, feels comfortable, and lasts. By using 100% British wool and working with UK makers, Wag and Wool aims to create timeless pieces while minimising its carbon pawprint. Both organizations believe in slowing down, protecting what matters, and creating joy in everyday life, whether that’s exploring Glencoe or walking your dog in the local park.
More recently, the company has secured new wholesale customers in Japan, London, and Jersey, all of which are keeping Toni and Debbie very busy. Toni is proud to share that she counts Jameela Jamil’s gorgeous Cavapoos and Made in Chelsea reality television personality Louise Thomson’s King Charles Spaniels as loyal Wag and Wool customers.
If you would like to know more about Wag and Wool or purchase any of their merchandise, please visit www.wagandwool.com.
Allison Lee is a smallholder from North Yorkshire who has written for the Yorkshire Times and other publications. Her website can be accessed here.