SOI LONDON was inspired by Simba, our Golden Retriever boy who joined our family at just three months old. We have been inseparable ever since.

What began as a search for a collar that was safe, comfortable, and timeless for him became something more: a desire to rethink the everyday dog accessories we use and create products that bring together thoughtful design, comfort, security, and lasting quality.

From the very beginning, we wanted to create products that felt different not simply in how they looked, but in how they worked. That vision led us to develop our signature zamak buckle, a distinctive hardware element crafted exclusively for SOI LONDON. Smooth, strong, and easy to use, it is designed to make everyday use more comfortable while providing a secure, refined finish.

What started with Simba naturally grew into our family business, with every piece shaped by real life, from early morning runs to quiet evening walks.

We believe the products we use every day are worth reinventing. And that better design should make life together feel more effortless.

Designed in London. Handcrafted in Türkiye.

Made for those who walk together.