We make dog parenting
prettier and easier.

New Label creates modern home goods inspired by the lifestyles and aesthetic sensibilities of city dogs and their parents.

Created by best friends, for best friends. we are a family and friends run business: designed by Jess and Jon in NYC, and tested by Margaux and her dog friends in cities across the world.

Our mission is to give every dog a place to sleep, play, and eat without compromising the thoughtfully designed homes they cohabit. That means delivering on beauty, simplicity, and durability with every product we make.

We started with a dog bed, but we can't wait to expand our product line with you and your best friend in mind. We hope you two adore our products as much as we love making them.


Jess, Jon, Margaux & Friends