Our Story

Built by two brothers who hate corporate nonsense.

We don’t have a tragic sob story about losing our childhood pup. We’re not here to pull heartstrings. We just like solving problems—and we hate how the pet industry hides garbage ingredients behind cutesy branding.

Our journey started with PawBox, our side hustle selling pet products through vending machines. But as we stocked those machines with “premium” treats and supplements, we kept seeing the same shady patterns: preservatives, fake flavors, and sketchy fillers.

So we said: f*ck it. Let’s make something better.

What The Fur was born in our kitchen—real ingredients, no BS, and vibes that match the dogs we love. We made every batch ourselves. We tested everything on our friends' dogs. And when we popped up in SF for the first time? We told ourselves: if this flops, we pivot.

But it didn’t. We sold out. And we kept going.

Now we’re here. No outside investors. No corporate overlords. Just two brothers building a dog health brand.

Welcome to the WTF fam. Let’s make some magic 💩 happen.