2026 Finalists - Wag and Wool
We’re delighted to shine a spotlight on Wag & Wool, finalists in this year’s Gift of the Year Awards for their beautifully considered Tails of Scotland collection, created in collaboration with the National Trust for Scotland.
Founded by Toni Walker, Wag & Wool was born from a desire to do things differently, championing natural materials, British manufacturing, and timeless design in a pet market often dominated by fast fashion and synthetic fibres. Inspired by heritage, craftsmanship, and the unique character of place, the Tails of Scotland collection brings iconic Scottish landscapes and native breeds to life through thoughtful storytelling and premium knitwear.
Company Name: Wag and Wool
Product(s) in the Finalist: Tails of Scotland, National Trust for Scotland collaboration
Congratulations on being a finalist! How does it feel to be recognised in this year’s Gift of the Year awards? We’re incredibly honoured to be named finalists at the Gift of the Year Awards - especially in the Pet Gift and Made in the UK categories, which are so close to our hearts.
From the very beginning, Wag & Wool has been about doing things differently - choosing natural materials, supporting UK manufacturing, and creating products that are made to last. That path isn’t always the easiest or the most cost-effective, so to be recognised for it feels incredibly meaningful.
It’s a real moment of validation for us - and for the makers, materials, and values behind everything we do.
Can you tell us a little about your brand and the inspiration behind your successful product? Wag & Wool was born from a simple frustration - the lack of truly high-quality, natural dogwear. So much of the market relies on synthetic fibres and fast fashion principles, which didn’t sit right with us.
Our inspiration comes from British heritage, craftsmanship, and the materials themselves - particularly wool. With our National Trust for Scotland collection, we were inspired by storytelling through place, bringing iconic Scottish landscapes and native breeds to life in a way that feels both timeless and joyful.
At its core, the brand is about creating something better - for dogs, for their owners, and for the makers behind the product.
What makes your product special, and why do you think it stood out to the judges? What makes this collection particularly special is the storytelling behind it. Through our collaboration with the National Trust for Scotland, each design is rooted in place - celebrating iconic landscapes, heritage sites, and native breeds. That level of narrative is rare in pet wear, where products are often driven by trend rather than meaning.
It felt like a natural meeting of values - Wag & Wool’s focus on craftsmanship and materials, paired with the National Trust for Scotland’s dedication to protecting heritage and telling stories through place. The result is something that feels both distinctive and considered.
In a market dominated by throwaway fashion, we’ve taken a slower, more intentional approach - and that commitment to doing things properly isn’t always the easiest route. To be recognised for that, particularly in Made in the UK, feels incredibly meaningful.
Who is your product designed for, and what kind of reaction have you had from customers so far? Our customer is someone who sees their dog as part of the family and wants to buy for them with the same level of care and consideration as they would for themselves.
The reaction has been incredibly encouraging. We often hear that customers have struggled to find something that feels both stylish and well-made, and that once they try our knitwear, they don’t go back. The feedback consistently centres around quality, fit, and the fact that it simply feels different.
What trends or themes do you think are shaping the gifting industry right now? There’s a clear shift towards more meaningful, considered gifting. People are becoming far more conscious of what they buy - looking for quality over quantity, and products with a story behind them.
Alongside this, we’re seeing a huge rise in the humanisation of dogs. Dogs are increasingly treated as true members of the family, and gifting reflects that, people want to buy for them with the same level of care, thought, and quality as they would for a loved one.
We’re also seeing a move away from novelty towards longevity, gifts that are made to last and actually be used. Sustainability, provenance, and craftsmanship are becoming far more important, which is incredibly positive for UK makers.
Together, these trends are reshaping pet gifting in particular - moving it from something playful and disposable to something far more considered, elevated, and emotionally driven.
How has being shortlisted, and now being a finalist impacted your brand so far, and what do you hope to achieve from the awards? It’s been a huge moment for us. As a small, growing brand, recognition like this builds credibility and trust, not just with customers, but with potential retail partners too.
More than anything, it reinforces that there is space in the market for a more thoughtful approach. We hope it helps us reach a wider audience and continue to champion British manufacturing and natural materials.
It also shines a light on the value and versatility of British wool, a material with such rich heritage, yet still so much untapped potential. We hope this recognition plays a small part in reigniting the industry through more innovative and considered uses of this incredible fibre.
What exciting plans do you have for the future? We’re focused on building out the brand in a considered way, expanding our product range beyond knitwear, while staying true to our core values.
We’re also exploring more collaborations that celebrate British heritage and craftsmanship, as well as growing our wholesale presence in the UK and internationally. The goal is to position Wag & Wool as a leading name in premium, sustainable dogwear globally.
What’s the best gift you’ve ever received (or given), and why? The best gifts are always the ones that feel personal and considered, something that shows real thought.
For me, it’s less about the value and more about the intention behind it. A truly great gift is something you wouldn’t necessarily buy for yourself, but instantly treasure, and that’s exactly the kind of feeling we try to create with Wag & Wool.
You can find out more about Wag and Wool here - https://www.wagandwool.com/
