It Started with a Leash
Loop & Lead was born from a simple observation on an afternoon walk in downtown Chicago: the leash handle is the most visible, most personal, and most completely overlooked surface in the dog walking experience. Every morning, millions of dog owners reach for the same leash, walk the same route, pass the same neighbors. And yet that leash, the one thing they hold for the entire walk, says absolutely nothing about them or their dog.
We thought that was a missed opportunity.
The Idea
What if your leash handle could tell a story? What if you could clip on a charm that shows your dog's breed, spell their name in gold letters, celebrate a holiday, or simply announce to the world that you are a dog mom and proud of it? And what if every charm worked with the leash you already own, no special hardware, no proprietary accessories, no replacing what you already love?
That's Loop & Lead. Collectible, swappable charms with built-in spring-loaded clips that attach to any standard dog leash handle. Pick your charms. Clip them on. Walk.
Who We Are
Loop & Lead is a brand of B Degree Creative & Communications, a Chicago-based consultancy founded by Chris Broyles. The brand draws on 25 years of experience working at the intersection of design, storytelling, and strategy, now applied to a product that's as personal as the walk you take every day.
The Chief Product Officer
Every charm in the Loop & Lead collection has been tested and approved by Roxie, our 7-year-old mini goldendoodle and the unofficial mascot of everything we do. If Roxie won't walk with it, it doesn't ship.
