Dog Avenue started in the outdoors, but it was rebuilt at home..

I’m Mark, a dad, a dog lover, a lover of the outdoors, and someone who’s seen how anxiety can creep into the moments that are meant to feel simple. My son Rue is 9, and he lives with emetophobia, an intense fear of being sick.

It’s the kind of worry that does not clock off at bedtime. It can show up at night, in the morning, at school, and even when he’s doing the things he loves most, like playing football with me.

Then Dusty arrived...

Dusty is our male cockapoo, and from day one he’s been more than “just a dog”. He’s become a calm presence for Rue, a steady mate when the fear starts getting loud. Not a miracle fix. Not a switch. Just comfort, routine, and a reason to get outside.

And Dusty didn’t just join Rue, he joined the whole crew: his mad brother Bodhi, and his dog mom Romany, who keeps the house in check when the excitement kicks off.

Because one thing surprised us quickly: the outdoors helps.

Long walks, fresh air, steady routines, and having Dusty by his side has started to ease Rue’s mind. Step by step, he’s been sleeping better, worrying less, and finding little pockets of calm again. It’s become our reset as a family.

But anxiety has a clever way of changing shape.

On one walk a lead clip failed and Dusty got loose. Luckily nothing bad happened, he was safe, and we got him back straight away, but it planted a new fear that Dusty could get away again.

So I did what any stubborn dad would do. I went looking for gear I could trust.

I wanted equipment that was genuinely safe and durable, not just something that looks good online. Strong materials. Reliable clips. Solid stitching. Practical design. The kind of kit that lets you focus on the walk, not on what might go wrong.

That’s where Dog Avenue’s mission became clear

Dog Avenue’s mission is to build outdoor equipment that’s safe and durable for dogs of hikers and campers. It’s not just about outdoor dog gear. It’s about confidence. Peace of mind. The freedom to stay out for longer, with equipment that’s built for real trails, real weather, and real life. Dog Avenue is also a small brand, built in the real hours.

A lot of the work happens around the normal 9–5, in the evenings, early mornings, and weekends, fuelled by family life, muddy walks, and big plans. Being recognised as an SBS winner (Small Business Sunday, Theo Paphitis’s competition) was a massive moment for us, and it only strengthened our belief that this mission is worth building properly.

Today, Dog Avenue exists for hikers and campers who love the outdoors with their dogs, and who value what time outside can do for the mind. The outdoors gives you space to breathe, to reset, and to come back steadier than you left.

The Dusty Promise

A percentage of Dog Avenue sales on specific products will go to supporting children and families affected by anxiety and emetophobia, through Young Minds a charity partner we collaborate with.

We also partner with Dogs Trust, because supporting dogs and the people who love them matters to us. If Dusty is helping Rue find his feet again, Dog Avenue can help other families find theirs too.

Dog Avenue is for the wild hearts, the worried hearts, and everyone in between.

One dog. One family. One trail at a time.