Brand Story

Truelove: where exceptional quality meets unconditional love.

Truelove was born on a mountain trail. In 2008, founder Wu Yongjin was descending the treacherous Akburak Pass in the Tian Shan Mountains when he slipped on ice and rock, only to be saved by his dog, Mountain, who leapt to stop his fall. Mountain's heroism came at a cost: severely injured paws. Wu Yongjin wrapped them in his own socks and, in that moment, a brand was born.

That act of love inspired Truelove's first pet shoe - designed to protect adventurous companions - and grew into a full line of harnesses, leashes, collars, apparel, and accessories, all built with the same devotion to comfort and quality.

Mountain may be gone, but his spirit lives on in every product. At Truelove, pets are family, and they deserve gear that proves it.