Finally. Something Chic for Cat People.
Fluff & Boots makes the coolest cat essentials while making an impact for felines in need.
Like most writers, I fancy myself a cat person.
My house is home to two resident rescue cats, and a revolving door of foster kittens from local rescues who need a little TLC on their road to adoption.
A universal truth us cat people know is that once you adopt a feline friend into your home, it’s no longer your home. Everything you do is suddenly evaluated through the lens of what’s best for the tiny house panther that mostly ignores you but every now and then, catches your heart in chokehold with one, slow blink. IYKYK.
Cats are particular creatures with unique instincts — like scratching, hunting, and kneading— that inspire us to buy a bunch of accessories and contraptions for their stimulation and comfort. Things they can hide in, chase, lounge on, perch atop. The problem is most of this stuff is an eyesore.
My ongoing gripe with cat accessories is that the designs often play into the stereotype that cat people are quirky, weird, and lack taste, when in fact we are cool, stylish, and acutely aware of the vibes emanating from our home decor.
Of course, I’m not the only cat person who feels this way.
"When I became a pet parent to multiple cats in a short amount of time, I realized
not only was everything for cat parents hodgepodge and mismatched, but nothing looked aesthetically harmonizing in my space,” said Ashley OBryan, Founder of Fluff & Boots.
"Second to that, I try to be a conscious consumer with everything I consume, and I quickly realized a lot of pet products are no different than fast fashion. They’re made in the same way as items from Shein and Zara. I was looking for cat products that were aesthetically pleasing and ethically made, which was nearly impossible to find.”
At the same time, OBryan was also looking for a way to combat the seemingly insurmountable stray and feral cat problem in Limassol, Cyprus, where she’s based. The Mediterranean island is overrun with cats that are inhumanely treated like pests due to the extent of the problem and a longstanding cultural apathy for their wellbeing.
“There are about 1.5 million cats and 1.3 million people on the island of Cyprus. People think that’s an exaggeration but when you’re here, you see cat colonies everywhere,” said OBryan. “The government doesn’t do anything to support TNR [trap-neuter-release] programs, and the cats are treated cruelly because that’s just been the mindset for decades.”
Eager to start driving change while filling a void in the market for pet parents, OBryan launched Fluff & Boots (named after two of her strays-turned pets) with a double-bottom line mission: Provide stylish, quality, and ethically-made pet products to cat parents, while also promoting humane cat education, fostering, and adoption initiatives for cats worldwide.
Fueled by research, the Fluff & Boots launch collection was born with three fashionable and functional products: A premium blanket, a portable lounge mat, and the Knead-It Pad—a hero product designed specifically for the kneading behavior of cats which provides feelings of comfort, security and happiness. As part of the product education, the brand is pushing a Don’t Declaw initiative to help eradicate the archaic and inhumane practice.
The durable insert in the Knead-It Pad is made from a blend of natural coconut fibers and plant-derived latex, and is finished with a canvas layer that’s even more resistant to a cat’s claws. The faux-fur covering is not only a chic finishing touch, it’s an intentional part of the design.
"The faux fur covering provides that soothing, sensory experience similar to a cat kneading on it's mother,” said OBryan.
All of the products and product coverings are machine-washable, made from durable materials, and available in a handful of elegant colors that seamlessly blend into any home environment. Plus, the products are manufactured by a woman-run business in Poland, a nod to OBryan’s commitment to only work with partners in countries that have protections for animals and people—a core value that, unfortunately, not every nation shares.
"We have ethical standards we want to upload not only for the cats and animals of the world, but for humans,” said OBryan. “We need to be sure we’re avoiding human exploitation as well in the making of these products.”
While each product from the launch collection can be used and enjoyed by cats individually, the products also work perfectly together as a discounted set.
As part of the Fluff & Boots “Pawsome Mission” to support cat welfare globally, OBryan integrates giving, advocacy and awareness directly into the brands operations, marketing plans, financials, and growth strategy. Part of that mission involves allocating funds from product sales to emergency and natural disaster situations (like the recent wildfires in California), and supporting cat rescues at the local level, across the world.
"In the US, Nashville Cat Rescue is our primary partner. Here in Cyprus, Tala Cats has been our primary beneficiary partner, and I just visited another cat sanctuary here called Malcom Cat Protection Society that has over 250 cats in their care,” said OBryan. “I hope to bring them on as a partner later this year.”
Shopping the Fluff & Boots collection will always be a great way to treat your own fur babies, while supporting cats in need all over the world. All February long, the brand’s #CatLove celebration means shoppers can enjoy 20% off the Valentine's Day blush-colored collection and receive free express shipping.
As the brand expands, OBryan is excited to offer cat parents new products (hint, hint: mealtime and treats), but her focus remains on the stray cat crisis, and how Fluff & Boots can help fix the problem.
"As a DTC brand, I want to expand our product range, but I’m also focused on the core ethos and building our cat-loving community through more in-person experiences and pop-ups,” said OBryan. “If we can reach and educate a handful of people through what we’re doing, that’s a huge success. That’s what matters.”
To support the Fluff & Boots mission and shop the collection of products, visit the brand’s website and follow along on Instagram.