Lanette Fidrych started by collecting tubes from bike shops and sewing them in her home. After many R&D sessions, she created the iconic inner tube-backed dog collar. Not only eco-friendly, but the rubber backing also doesn’t allow bacteria to grow and the collars did not get stinky. She knew she had created something special. After family & friends loved the product, she started selling at Portland’s Saturday Market. She sold out the first day and soon decided to quit her corporate job and pursue her passion full time.