Jooni was a good dog. She was loved, she was trusted, and like so many dogs, she was full of life, energy, and curiosity. But one ordinary walk changed everything. Jooni snapped the cord of a retractable leash, ran into the street, and was hit by a vehicle.

That moment became the reason JOONI exists. After losing her, we started looking closer at the products millions of pet parents use every day. What we found was heartbreaking.

Story after story sounded too familiar: snapped cords, tangled lines, dropped handles, sudden lunges, and dogs getting hurt because the leash failed when it mattered most. For years, dog owners have been forced to choose between two imperfect options.

A fixed-length leash gives control, but limits a dog’s natural movement. A traditional retractable leash gives freedom, but can create tangles, sudden stops, and moments where the dog is too far ahead to manage safely.

Determined to prevent accidents like the ones that inspired Jooni Dog, Peter partnered with NYC-based design firm Leadoff Studio to create a better solution. Together, they designed the Jooni Dog Leash—a safer, smarter alternative to traditional retractable leashes.

Built for real life, the Jooni Leash offers better control, improved comfort, and peace of mind during high-traffic and high-stress moments.

At the heart of Jooni Dog is a simple mission: safety without compromise. We exist to help dogs and their humans enjoy longer, safer, happier lives together. Through thoughtful design and practical innovation, we make everyday walks more secure—without sacrificing freedom or comfort.