About us

Allen, the founder of TooNovel, wasn’t just your average dog owner—he was a passionate pet lover with two incredible companions: Nomi, a lively dachshund, and Charlie, a fun-loving Shiba Inu. Living in the hustle of New York City, Allen discovered that the bond between humans and pets went beyond just affection and care. It required creativity, innovation, and products that fostered connection. From his everyday moments with Nomi and Charlie, Allen realized that what dogs truly deserve is something fresh, thoughtful, and functional.

This realization sparked the creation of TooNovel, a brand built on the foundation of innovative and stylish pet products. With his design team based in Los Angeles and factories located throughout Asia, Allen partnered with a group of like-minded artists and creators to develop a range of pet accessories that would transform how pet owners interacted with their dogs. TooNovel wasn’t just about creating functional items—it was about crafting experiences that strengthened the bond between pets and their owners.

Tragically, in the early days of TooNovel’s journey, Allen faced the devastating loss of his beloved dachshund, Nomi. Her passing left a void that was hard to fill, but Allen knew he wanted to honor her memory in a meaningful way. In a tribute to Nomi’s vibrant personality and the joy she brought to his life, Allen immortalized her image in the TooNovel logo, turning Nomi into the face of the brand.

But Allen’s love for his dogs didn’t stop there. To celebrate Charlie, the Shiba Inu who continued to bring light into his life, he added a subtle, personal touch to every product. Hidden on the back of the leash logo tags is a small Shiba Inu symbol, a nod to Charlie’s playful and energetic nature. This blend of Nomi’s legacy and Charlie’s presence in every product became a signature of TooNovel—a brand that’s as much about love and connection as it is about innovative design.

For Allen, TooNovel is more than a business; it’s a celebration of the special bond between pets and their humans. Through creative, stylish, and thoughtful products, he wanted to offer pet owners something that not only enhances their daily routines but also helps express the love they have for their furry friends. Each leash, collar, and harness carries a piece of Allen’s heart—a tribute to Nomi and Charlie and a reminder that the connection we share with our pets is both unique and enduring.

TooNovel products aren’t just about utility; they’re about cherishing every moment with your pet, just like Allen did with Nomi and continues to do with Charlie.