ABOUT
HI, WE'RE LA FURMILIA
And we are redefining what modern dogs wear in South Africa. We are a contemporary South African dog fashion and lifestyle brand, where family (or furmily as we like to call it) is at the heart of everything we do.
In 2020, we saw an opportunity to bring something exciting to the local dog goods market, inspired by what was available internationally. We felt that it was about time Saffa dogs and their humans had fashion options beyond plain colours and basic, cheap, ugly imports.
ALWAYS BEAUTIFUL. ALWAYS WELL MADE.
Our dog goods are designed to effortlessly blur the lines between fashion and function: We believe dogwear should offer exceptional comfort, safety and durability, while still being a joy to look at and incorporate into your day to day. Above all else, quality is our overriding principle.
IT'S MORE THAN JUST A PRODUCT.
We're driven by our core values: choosing quality materials to create exceptional dog goods that far outlast cheaper alternatives; reducing waste and opting for sustainable materials in our operations; and advocating for animal rescue because we believe every dog deserves a loving home.
LOCAL IS LEKKER.
We are #capemade. We handcraft as many of our products as possible, locally. While many of our raw materials are not available in South Africa, we still make every effort to produce as much of our finished products as we can in the RSA. Our SS24 collections are handmade in Cape Town and our winter wear collections have always been made locally.
Don't just take our word for it! Our customers say it best
Let customers speak for us
Finally Roo looks like a girl dog with the perfect bow! The bow is sturdy and beautifully made.
Absolutely LOVE the collar and customised name tag I recently ordered for my dog. Thank you !
From order to delivery, this was such a seamless process and I am so grateful for the impeccable service and the great quality.
My Peaches looks adorable in her watermelon set!
My dog hated her "normal" ID-tag. She was forever trying to pull it off her collar. The slide-on ID-tag gives me the comfort of knowing she has all the relevant details on her collar, while at the same time giving her perfect comfort. It is completely out of the way.
My baby looks absolutely adorable.
Love these tags. Even with all the rough and tumble play they stay on! Also love the cute messages.
We bought these for our cat.
They slip very easily onto her collar and make no noise, don’t bunch and they don’t frustrate her in any fashion.
The information is etched onto the tags and so doesn’t just get rubbed off.
Great product
My cats love their new name tags because it's completely silent, nothing bothering them hanging by their necks and bonus I got them the glow in the dark collar bands so I can see where they are too.
QUICK RESPOND ON MY ORDER, EXCELLENT PRODUCT, EASY TO FIT VERY IMPRESSED
I love the tags I ordered for dogs; I needed something that would be able to stay in one peace. My dogs play and bite each other's tags, but with these, they can't grab onto it. After wasting money on so many others, I finally found one that will last.
Perfect...they don't get "lost" like the ID tags, especially when yoy have robutst pets! Have replaced endless round ID tags on a "o ring" over the years!
Absolutely love it! Cooper also says thank you ! 💙
Awesome! Easy ordering. Fast delivery. Top quality product. Our girl pup is also happy to wear her name. 🤩
I recently bought two dog collars. They arrived very quickly and the quality of the collars are great. They come in funky colour's and last a long time. Great service thank you!
