Ruff Love

Does your Valentine have four legs? If you're like many pet owners, the love you feel for your pet(s) is unconditional - and often times just as satisfying as the painstaking work it takes to maintain said relationship with a human.

The co-founders of Zee.Dog, Thadeu Diz, Rodrigo Monteiro and Felipe Diz, feel the same way and have launched a pet lover's lifestyle brand that encompasses all the warm fuzzies you feel towards your dog. But it's not without a bit of light-hearted irreverence. Their catchphrase, "Dogs Kick Ass," is a launching pad for an all-inclusive pet brand that they hope will create a community among diverse dog owners worldwide.

"We took inspiration from things that we always liked and brands that we were fans of, brands that had disrupted the industries they existed in like SkullCandy, Burton, Nike etc," co-founder Thadeu Diz told EDGE. "We stand apart because we're really taking a lifestyle approach and infusing branding in a way its never been done before in this industry."

The company has already earned bragging rights as the first-ever pet brand to exhibit in a lifestyle tradeshow (last year's MAGIC in Las Vegas), implying that they're ahead of the curve.

Extra RUFF

In addition to fashion-forward collars, leashes and bandanas, Zee.Dog has developed the "RUFF" leash for larger or more active dogs. "The RUFF leash is a patent designed P.U. Shock absorbing spring that basically helps control a dogs pull by not letting the force concentrate on the owner's shoulders and biceps," explains Diz.

"The spring never deforms (like metal or rubber) and it doesn't hurt the dog like many other similar products in the market. Because of its design and functionality, the RUFF leash was voted best leash in the market by a renowned pet magazine and has been generating a lot of buzz globally."

Be on the lookout for dog beds, mats, bags and toys coming soon, as well as an online shopping cart. The company has more social media ventures planned for 2014, but are quick to encourage dog owners and lovers to explore their website and social media channels to find out what's coming down the pipeline.