This brand exists because behaviour matters more than trends.
Most pet products are designed around what sells or what photographs well. Positive Pets Apparel was designed around something harder to see: The way a dog's nervous system responds to its environment and how the tools we put in front of them every single day either support their natural behaviour or quietly work against it.
She built this range because the right products didn't exist.
Claudia is a certified behavioural dog trainer who spent years working with real dogs in real homes. She kept finding the tools most owners were using had been designed around trend cycles, not around what dogs actually need.
She spent long enough recommending workarounds before deciding to create the tools she actually wanted to put in her clients' homes. Every product in this range starts with one question: Does this support the dog's natural behaviour and give them what they actually need?
If the answer isn't clear, it doesn't make the cut.
The material behind every product
Silicone is an incredible material. It has been used in medical devices, surgical instruments and food-contact products for decades. This just mentions a few applications it's been used for.
The market is full of silicone products. Not all of them are equal. Low-grade silicone can leach fillers and plasticisers over time, particularly under heat or with repeated cleaning. The silicone used across our range is premium food-grade, meaning it meets the same safety standards applied to human food preparation tools. It contains no BPA, no phthalates, and no plastic fillers.
Why We Chose It
Antibacterial, non-toxic and food-safe at every stage of use, not just when new.
Non-porous. Does not trap food, odours or bacteria between uses.
Does not degrade, discolour or stain the way plastic does over time
Dishwasher and freezer safe
Holds form without losing structural integrity, which is what allows the texture and pattern work across this range
Gentle on snouts, tongues and gums. Firm enough to stay in place
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Built around the moments that matter most.
Feeding is the first regulation moment of the day. Slow feeders, puzzle mats and enrichment bowls designed to support a calmer, more settled dog.
Every lead, harness and collar is designed around natural movement, secure fit, easy to clean and the kind of calm that makes walks better for both of you.