For Nicolo Di Stefano and Jiatai Qi, SHIBA & CO. began with two Shiba Inus, Fendi and Ori, and a simple desire: to find pieces that reflected the beauty, character and individuality of their companions. Founded in 2020, what started as a personal search evolved into a luxury brand built around the specific needs and identity of the breed. From design and craftsmanship to community and global ambition, the founders share how their dogs inspired a new way of thinking about the pet world.
What did Fendi and Ori bring into your lives that ultimately inspired you to build a business around dogs?
Nicolo Di Stefano: "Companionship. New York is exhilarating and hard in equal measure, and Fendi came home in 2015 because of that. He's been family ever since from apartment to apartment, through every version of our life here. Ori followed, partly so Fendi would have company on the days we couldn't be there. What we didn't expect was how much they'd change the way we looked at the things we bought for them. We started noticing how few pieces felt considered. We wanted pieces that were beautiful from every angle but, more importantly, comfortable to wear and live in. That search became SHIBA & CO. It's a world for people like us, who love their Shiba dearly and want to say something about who they are. It's in the name: Shiba, and their companions."
What have Fendi and Ori taught you about the Shiba Inu that you think most people get wrong?
Jiatai Qi: "The stereotype. Shibas get described as aloof. Unsocial with dogs, indifferent to their people, too independent to be affectionate. We have two, and they're as different from each other as any two people. Fendi has to greet every dog on the block. Ori can't be bothered. Same breed, same house, completely different characters. What's true is that they're specific. Independent, yes, but also sensitive to fit and to how a piece moves on the body, and far more selective than most people expect. You can't design for "a dog" and assume it will work on a Shiba. Their proportions, character and behavior require a different level of attention, and that understanding has shaped the brand from the beginning."
Fashion is built around details, materials and craftsmanship. Which fashion houses or designers influence your approach to SHIBA & CO.?
Nicolo Di Stefano: "Many brands have influenced us over time, but Ralph Lauren has always been a particularly important reference for me. Beyond the aesthetic, I admire the way he built a complete world around the brand, one that connects product, lifestyle, culture and identity. I also find his business vision incredibly inspiring: the ability to remain consistent while growing across categories and generations."
What has been the biggest challenge of turning something so personal into a business?
Jiatai Qi: "One of the biggest challenges was learning how to translate a personal idea into something that could genuinely serve a market. That meant understanding our customers in depth, not only what they liked visually, but what they actually needed. At the same time, finding the right manufacturing partners, companies able to understand our standards, materials and attention to detail , has been fundamental."
What kind of community do you hope to build around SHIBA & CO.?
Nicolo Di Stefano: "We want to build a community around a shared appreciation for Shiba Inus, design and quality. For us, SHIBA & CO. is not only about products; it is about creating a culture around the breed and the people who live with them. We want the brand to feel like a place of belonging for owners who see their Shiba as part of their family, their lifestyle and, in many ways, their identity."
Where do you want to take SHIBA & CO. next, and what would success look like to you?
Jiatai Qi: "Our ambition is to position SHIBA & CO. globally as the luxury pet brand for the Shiba Inu. We believe we are pioneering a different approach by building a brand around the identity and specific needs of one breed rather than treating the pet market as one broad category. Success, for us, would mean making SHIBA & CO. the international reference point for Shiba Inu owners while continuing to grow without losing the clarity, quality and purpose that defined the brand from the beginning."
