New York, NY · Est. 2020 · Founded by Daniëlle Heeren
In 2020 Daniëlle Heeren was walking the empty streets of New York City with her newly adopted rescue dog Fritz -- a South Carolina pup she'd gotten on a pandemic whim -- and kept noticing the same thing: dog accessories were ugly, unsustainable, and completely out of step with the homes people actually cared about. She built Approved by Fritz to fix that. Every product is GRS-certified, made from recycled materials, designed to look right in a modern home -- and approved by Fritz himself before it ships.
Daniëlle Heeren has a background in brands and design and a very specific standard for the things she brings into her home. When she adopted Fritz -- a rescue dog from South Carolina -- during the early days of the pandemic, she went looking for accessories that matched the way she lived. Modern, colorful, considered, sustainable. She found almost nothing.
She founded Approved by Fritz in New York in 2020 and built a female-led brand around one clear conviction: dogs are family, and family deserves beautiful things that don't cost the planet. Every product in the collection is made from GRS-certified recycled PET bottles -- from the scratch-resistant bed cover to the cushion insert -- and designed to blend into a modern interior rather than fight it. Colorful collars, corner-friendly beds, walk sets in design-forward colors, bowl mats, and accessories that ship plastic-free to over 30 countries. Fritz himself -- the CEAO, Chief Entertainment and Approval Officer -- tests and approves every product before it reaches a home. If it doesn't make him wag, it doesn't make the cut.
Featured in Oprah Daily, Design Milk, Real Simple, and Dwell. On a registry, Approved by Fritz is the dog category for the couple whose pet is already on the guest list -- and who wants everything in their home, including the dog bed, to feel like a deliberate choice.
