Our story

At Vild the Label, we believe adventure, style, and sustainability should go hand in hand for both dogs and their humans. Inspired by slow fashion and Scandinavian design, we create pet products that are both functional and timeless, so you can make smart choices without compromising quality or style.

Vild, which means "wild" in Swedish, reflects our love for craftsmanship and adventure. Every piece is carefully designed to ensure comfort, durability, and sustainability. Handmade to order in Rotterdam, the Netherlands, our products are made with care and reflect our commitment to the planet. We source all our materials as locally as possible, including fabrics, straps, labels, and packaging, to reduce waste and support local businesses.

More than just a brand, Vild is a celebration of mindful living and the unbreakable bond between humans and their pets. With Vild, you're choosing thoughtful design, European craftsmanship, and a commitment to a better future for pets, people, and the planet.

A message from Ellen

As the founder and creator of Vild, I’ve poured my heart into building something that reflects my love for dogs, design, and sustainability. This brand is my way of blending creativity with purpose, crafting pieces that not only look good but also stand for something meaningful.


Vild is for those who seek quality over quantity, who appreciate timeless design, and who want to make conscious choices without compromising on style. Every product is a reflection of these values, designed to accompany you and your dog on all of life’s adventures.


Thank you for being part of this journey, I can't wait to see where it takes us.


A lot of love,
Ellen Söderberg
Founder of Vild the Label