GENERAL QUESTIONS
What is Subwoofer?
At subwoofer, we design beautiful lifestyle products for small dogs with big personalities. Each product is sustainably crafted in New Zealand to make life easier, stand the test of time, and turn heads. From tags that don’t jangle, leads that won’t fray, bowls that won’t scratch your floors, and timeless collar designs, subwoofer is where smart design meets small-dog swagger.
What inspired the creation of Subwoofer?
For subwoofer founder Lisa, “man’s best friend” didn’t fully hit home until Covid brought a little bandito named Monkey into her life. This petite black and tan troublemaker stole her heart within seconds, and soon, Lisa was on a quest to find only the best for her. The problem? Most dog accessories felt tacky or too disposable to do her stylish little buddy justice.
With years of experience sourcing and designing textiles, Lisa decided to take matters into her own hands. She founded Subwoofer with a simple mission: to elevate pet accessories from mundane to masterpiece. Thoughtfully crafted to outlast even the wildest zoomies, each piece combines style with durability, so your pup looks dapper for every adventure and nap.
Who is the subwoofer customer?
Our customers are a little (or a lot) obsessed with their pint-sized four-legged friends. They want products that are as stylish and well-crafted as the items they choose for themselves. The subwoofer customer values quality and design, seeing their dog as an extension of their identity. Our products reflect that connection; made to last, with personality and flair that match their dog's big spirit.
Why focus on small dogs?
All dogs deserve the best regardless of size, but we chose to cater to the little ones. There is so much to commend the smaller dog. They generally eat less, fit better in bed, and you can pick them up if they don’t want to leave the park.
Small dogs often have different lifestyles to large dogs too. They are more likely to live in small apartments or urban areas and be allowed in cafés, bars and restaurants where they need to be tethered and always look their dapper best.
What materials do you use, and why are they important?
All our materials are hand-picked for design, comfort, texture, and durability. Our unique webbing is crafted in Aotearoa/New Zealand and we exclusively use sturdy brass for our hardware (not nickel-plated steel like the rest). We take a function-first perspective with our designs and choose durable and food-safe materials.
Where are Subwoofer products made?
We’ve endeavoured to use New Zealand components, services, and people in bringing subwoofer to the world. We are proud to have 80% of our components made in New Zealand and have NZ Made certification for 70% of our products.
While it took years and wasn’t smooth sailing, the outcome is worth the sleepless nights. The result is our own thicker, more stable webbing. Our distinctive stripe designs for collars and leads. Polished brass hardware that looks as good as it functions. Elevated bowl stands that don’t rattle or scrape and fit seamlessly into any modern home.
What is your commitment to sustainability?
We only work with solid brass, stainless steel or aluminium. Plastic and polystyrene don't exist at subwoofer. Our webbing has been rigorously tested for 18 months before production to ensure it's durable and won't fade. And with most of our key partners in New Zealand, we reduce transit time and our impact on the planet.
Will you make items for larger dogs?
Nope, we stick to small dogs with big personalities. If you want the same style, maybe it’s time to downsize!
Can my dog be a Subwoofer dog?
If your dog can fit under your knee or on your lap then they’re the perfect size for subwoofer products. Our standard collars will fit dogs from 20cm through to 40cm. Oh, and as long as you believe your dog should live as stylishly as you do, you’re a subwoofer match.
What qualities should I look for in a collar for my dog?
You want a collar that is durable, stylish, and comfortable. Subwoofer collars have solid brass hardware that won’t jam or break, and our polypropylene webbing is tough, fade-resistant, and easy to clean. Plus, we’ve added a quiet dog tag to keep things peaceful - because while your dog might not be, their collar can!
What’s the difference between your lead and long lines?
Our lead is thoughtfully designed for both style and function. The handle easily opens and closes, letting you tether your dog temporarily while out and about. Crafted from our signature heavy-duty polypropylene webbing, it’s hard-wearing, fade-resistant, easy to clean and quick to dry.
The long line is ideal for training recall or keeping your furry friend in check when they’re ambushing picnics or playing hard to get at the park. This 7-metre line is made from our lightweight, durable polypropylene webbing, featuring the same fade-resistant, easy-to-clean design. One end attaches to your dog’s collar, while the other has a small leather tab to prevent snagging. It’s a training tool with serious style.
How does the bowl system work?
Designed for elevated dining, our bowl system blends seamlessly into any modern kitchen. Each set features a New Zealand-made stand and a specially designed bowl with a rim for easy lifting—no spills, no stress. With a 2C|0.45L capacity and stamped measurements, feeding is fuss-free. The snug bowl-and-stand fit keeps things quiet, and a smart gap between bowls keeps floppy ears out of the water. Plus, the durable powder-coated stand with rubber feet ensures stability and protects your floors, even for the most enthusiastic eaters.
Do you have plans to launch other products in the future?
We’ve got a few exciting things up our sleeve. While we can’t spill the kibble just yet, you’ll be the first to know when they’re ready to launch.