Inside The Craft-Led Luxury Dog Brand Changing Pet Style

For many luxury consumers, the idea of premium pet accessories has long been synonymous with designer logos and glossy marketing.  

But in Melbourne, professional dog trainer Chris Loverseed is quietly reshaping the conversation around what true luxury dog gear should look and feel like. 

As founder of PK9 Gear, Loverseed sits at the intersection of functional performance and traditional craftsmanship, creating handcrafted collars, leads and harnesses designed first and foremost with the dog in mind. 

“As trainers, we work with dogs in real-world environments every day, so that experience directly influences how we design every piece of gear,” he told Kanebridge News. 

Unlike many mass-produced pet accessories, PK9 Gear products are developed through hands-on training rather than driven by aesthetic trends. 

“One of our core principles is that we only design and sell products that we genuinely use ourselves in training,” he said. 

“Unfortunately, many brands create products simply to look trendy or appealing on social media, with very little consideration for how they actually function for the dog or the handler in the real world.” 

For Loverseed, product development begins with performance, ergonomics and canine wellbeing. 

“When I design a product, I always start with a dog-first perspective, and then consider the handler.  

“That might mean looking at how a collar sits on a dog’s neck, how a lead feels in the handler’s hand, or whether a tug toy gives the dog the right grip and satisfaction when they bite. 

“If a product doesn’t improve the dog’s experience and make handling easier, we simply don’t make it. That philosophy sits at the centre of everything we create at PK9 Gear.” 

Defining luxury beyond logos 

In a crowded market of designer-inspired pet accessories, Loverseed believes true luxury is less about branding and more about authenticity. 

“Standing out from mass-produced pet accessories is actually quite simple. Using ethical labour, quality materials, and genuine craftsmanship already sets you apart from much of the market.  

“But defining luxury is more complex, because luxury can mean different things to different people.” 

He sees a broader shift taking place among consumers who are increasingly questioning what luxury really represents. 

“I believe there is also a noticeable shift happening in the market.  

“With USA tariffs and those viral videos showing how many “luxury” handbags are actually manufactured, consumers are starting to question whether luxury is simply a price tag or something more meaningful.” 

Instead, he points to a growing appreciation for understated design and meticulous detail. 

“For me, it is twofold. First, I believe quiet luxury is becoming the new flex, where quality and craftsmanship speak louder than visible branding.” 

His work with high-net-worth dog owners has reinforced this belief. 

“As a professional dog trainer in Melbourne, I work with several VIP clients who live in $40 million plus homes. 

“One thing I have noticed is that people at that level are rarely trying to impress others with logos. They value craftsmanship, authenticity and products that are simply made well.” 

Materials also play a defining role in the brand’s positioning. 

“At PK9 Gear, we take the opposite approach. We use premium vegetable-tanned leathers from Italy, sourced from tanneries that are part of the Pelle Conciata al Vegetale consortium.” 

These traditional tanning methods prioritise durability, natural finishes and longevity. Hardware choices are equally considered, with solid brass, stainless steel and 24-carat gold PVD stainless steel used across the range, alongside hand-stitched construction techniques. 

“For us, luxury is not about logos. It is about craftsmanship, integrity in materials and creating gear that is functional, beautiful and built to last for both the dog and the handler.” 

The rise of Australian craftsmanship 

As global consumers move away from fast fashion and disposable purchases, Australian artisans are finding renewed recognition. 

“Australian craftsmanship is definitely gaining global attention, and I think part of that comes from consumers moving away from fast fashion and mass production,” Chris said. 

“People are beginning to value products that are made properly, with care and attention to detail.” 

PK9 Gear reflects this shift by offering both accessible performance-driven products and highly bespoke pieces that showcase traditional leatherworking techniques. 

“Traditional handmade products naturally come at a higher cost because of the time, skill and materials involved. 

“That alone places them in a more premium or luxury category, but many consumers are now willing to pay for something that will last longer and has genuine craftsmanship behind it. 

A trainer’s favourite companion 

Despite working with a wide range of breeds, Loverseed has a clear personal favourite. 

“If I could have only one dog breed it would be a Rottweiler,” he says. 

In a luxury market increasingly driven by authenticity, longevity and meaningful design, PK9 Gear represents a new kind of status symbol.  

One that values quiet excellence over overt display and performance over perception.