Since 2007
Speaking Up for Dogs Across Australia
At Friendly Dog Collars, we exist to help dogs be clearly understood. Backed by behaviourists, trainers, and pet professionals, our colour-coded awareness gear makes it easier for the public to recognise a dog’s needs instantly. Whether a dog is nervous, reactive, in training, blind, deaf, or simply learning how to navigate the world, our products help create safer, calmer interactions for everyone.
We partner with Australian charities, rescues, and community organisations to promote responsible dog handling and improve public awareness. Our internationally recognised Traffic Light System supports owners during every stage of their training journey, from anxious rescue dogs to confident puppies just starting out. With clear, visible labels, owners can advocate for their dogs with confidence and reduce the stress of unexpected encounters.
We believe every dog deserves a voice.
ADVOCATE
We support owners and organisations on their dog advocacy journey - let us know how we can help
EDUCATE
We actively participate in the promotion of positive education and behaviour practices
COMMUNICATE
We encourage open and respectful communication between owners, pet professionals and the public
Our Origin Story
The concept of Friendly Dog Collars was born in the UK in 2007, thanks to Jonathon Saville's inspiring experience with his beloved Staffordshire Bull Terrier, Roxy.
Jon’s heartwarming story highlights the importance of not judging a dog by its appearance. Despite Roxy's intimidating looks, she never harmed anyone, yet strangers would often cross the street to avoid them. The turning point came when Jon's sister playfully dressed Roxy in a pink outfit, leading to a dramatic shift in how people perceived her.
This simple act of apparel transformed their public outings, igniting the idea for the first “FRIENDLY” green dog collar. As demand grew, our product line expanded to include collars that cater to various canine personalities and needs. Our signature traffic light system—green for friendly, orange for “NO DOGS,” and red for “CAUTION”—now includes collars for nervous dogs, service dogs, therapy dogs, and many more, all designed to foster safer and more enjoyable interactions.