It all began in 2014, in Bologna, when a little Chihuahua named Chloè sparked a revolutionary idea.
Lucia, the creative soul of the brand, and Davide, the co-founder, were inspired by her, her arrival represented a special moment in their lives that kicked off an ambitious project.
The idea was born to create an exclusive line of luxury clothing and accessories for dogs, in perfect harmony with the style of your owner, distorting the pet look and giving shape to a fashion look, extremely more akin to that dictated by style and fashion trends, thus giving the animal a decidedly more glamorous and chic appeal, projected to our idea of dressing, wearing and appearing. It becomes necessary to give an identity to this pioneering concept of style that springs from the love for dogs and the very strong bond that binds them to us, in the spontaneous way in which they become an integral part of the family and more and more often almost our equals, as if they were people, espousing the philosophy of dress your dog as you dress yourself.
In a simple word: not too pet®.
The arrival of Chloè represented the starting point of a project that combines passion, care and attention to detail, with a unique style, represented by an exclusive line of luxury clothing and accessories, designed, conceived and made entirely in Italy, designed for those who want to offer their life partners of all races and all sizes, A touch of style and refinement to stand out with elegance.
From the beginning, the goal of this startup was clear: to create high quality products that combined style, comfort and exclusivity, elevating pet fashion to the level of fashion, contributing over the years to the development of a new idea of fashion for Pet in Italy and around the world.
We are talking about those who, instead of riding the wave of fashions, have designed them, launched them, dictated their styles and who, with over ten years of experience, is today the iconic company of exclusivity in the sector.
Over the years, this vision has led the company to be chosen by the most exclusive Pet Boutiques from all over the world who have contributed to raising the prestige and popularity of the Brand, knowing how to tell the product in its peculiarities and contextualizing it in the best possible way. These wonderful windows represent the prestigious positioning of the brand, holding the exclusive sales rights as authorized resellers, called Official not too pet® Boutiques.
Since 2020, unfortunately, Lucia is no longer with us, but her ideas of style and passion continue to live in the heart of the company. His legacy has provided a renewed determination to carry on his dream, and his forward-thinking vision remains the engine of every not-too-pet® creation.
From 2025 the team has expanded again and a new protagonist has joined it: she is called Ardesia for her black mantle like the homonymous Lavagna stone, Chloè’s new and nice life partner, also a model for our style office and protagonist of our photo shoots.
After celebrating its first 10 years of activity in 2024, not too pet® today continues to write its history in the world of pet luxury, carrying on the mission of dressing dogs with a more elegant and sophisticated style, keeping alive the spirit of its founder and the little Chihuahua that started it all.
Standing out with elegance has always been Lucia’s motto and will continue to be our daily commitment.