Founded by Zon Beltran, Ina Ponce Enrile and RC Beltran, pupp st. approaches canine clothing with the confidence, design discipline and cultural awareness of an independent New York fashion label.

On the streets of New York, dogs participate fully in the city’s visual culture. They accompany their people through cafés, neighbourhood restaurants, hotel lobbies, subway platforms and long walks across Brooklyn. Their clothing has to perform under rain, wind and changing temperatures, yet it also becomes part of how a household presents itself to the world.

pupp st. was created for this distinctly urban reality. Founded by three women whose friendship, dogs and shared appreciation for streetwear shaped the company from its earliest days, the New York label produces raincoats, windbreakers, sweaters and lifestyle accessories designed with the same consideration usually reserved for human wardrobes.

The result is a clear and recognisable proposition: elevated dog streetwear made for movement, weather and life in the city.

A Brand Born from Friendship, Loss and a Promise

The origins of pupp st. reach back to California, where founders Zon Beltran, Ina Ponce Enrile and RC Beltran lived together and built their daily routines around their dogs. When one of them lost her beloved pup to illness, the experience led to a promise: they would find a meaningful way to support other animals, particularly dogs requiring urgent care.

That commitment remained with them when they relocated to New York City. Smaller apartments, the absence of private outdoor space and the necessity of walking dogs through every kind of weather presented a practical problem. Raincoats available at the time rarely reflected their own tastes, and garments intended to protect dogs often treated appearance, fit and cultural relevance as secondary concerns.

Their response was the Cooper Raincoat, named after the dog park near their first Brooklyn apartment. Developed to keep dogs protected while preserving a strong, contemporary silhouette, the piece established the balance that continues to define the company: function, visual identity and an understanding of how dogs actually move through urban environments.

The brand’s online story retains that original emotional foundation. pupp st. describes itself as a community of dog lovers and fashion enthusiasts connected by a shared lifestyle and by the promise made to the dog they lost. Its stated charitable focus centres on animals facing emergency situations, giving the company’s growth a purpose grounded in a personal experience rather than an abstract corporate initiative.

Three Founders, Three Distinct Perspectives

The strength of pupp st. begins with the complementary experience of its founders.

Zon Beltran, Founder and CEO, brings a background in cryptocurrency and business investment, along with a close appreciation of streetwear culture. Her role places community and cultural positioning at the centre of the company. Under her direction, pupp st. is developing as a lifestyle brand shaped around shared experiences between dogs and their people, with clothing conceived as part of every journey rather than an occasional novelty.

Ina Ponce Enrile, Co-founder and Chief Creative Officer, studied fashion at the Whitehouse Institute of Design in Sydney and previously founded fashion brands of her own. Her experience in apparel design and product development informs the construction, finish and aesthetic consistency of the collections. Luxury references, craftsmanship and enduring silhouettes appear in products that remain practical enough for daily use.

RC Beltran, Co-founder and Chief Growth Officer, contributes experience in technology strategy and operations, overseeing expansion and long-term partnerships. Her personal commitment to animal welfare carries particular significance. After losing her French Bulldog, Boci, she pledged to assist dogs in need. She later adopted Brisket through Waldo Rescue; Brisket has since become a familiar face of pupp st. and a living connection to the company’s original mission.

Together, the three founders have created a company in which creative direction, business strategy and social purpose operate within the same structure. The brand feels personal because its identity emerges from their own lives as dog parents, friends and New Yorkers.

Designed from the Dog’s Point of View

The pet-fashion market has expanded significantly as established fashion houses introduce capsules, carriers, collars and miniature versions of recognisable garments. pupp st. begins from a different design position: the dog is the primary wearer, with specific needs around movement, proportions, weather protection and comfort.

Its vision gives dogs their own space and visual identity within fashion. The company produces elevated streetwear intended to help pet parents express a shared lifestyle while keeping each product grounded in real use.

That distinction is visible in the Cooper Raincoat. The waterproof design includes a detachable hood, high collar, adjustable hood and hem, leash opening and a combined zip-and-snap closure. A leather-effect surface gives the garment a sharper urban character, while the removable hood allows it to function visually as both rainwear and a lightweight jacket. The construction reflects the company’s ability to translate recognizable streetwear codes into proportions and details appropriate for dogs.

The coat also has an important symbolic role. It transformed an everyday frustration—the difficulty of walking a dog through New York rain—into the first clear expression of the brand’s creative language.

Product Quality That Supports the Design

pupp st.’s strongest products work because their visual impact is supported by material and construction choices.

The Marcy Sweater, for example, is made from breathable 100 per cent cotton and combines athletic striping with a ribbed turtleneck and a slightly relaxed silhouette. The fabric and fit make it suitable for movement, while the design introduces a preppy sportswear reference that feels at home in Brooklyn, downtown Manhattan or during travel.

The Domino Windbreaker extends the brand’s outerwear language through its detachable hood and inclusive sizing, including options developed for larger dogs. Coordinated balls accompany several apparel collections, turning the product family into a complete visual system. The foldable travel mat, created after a request from the community, has become one of the company’s best-selling products through both its website and retail partners.

Human accessories reinforce the relationship between dog and owner without resorting to literal matching outfits. The compact Puppster Umbrella, designed in New York with UV 50 protection, anti-UV coating, a metal shaft and fibreglass ribs, pairs naturally with the Cooper Raincoat while remaining a useful everyday object in its own right.

Across these pieces, quality is expressed through functional details: detachable components, adjustable closures, breathable fibres, weather-resistant surfaces, leash access and sizing developed around different canine bodies. These decisions allow the garments to carry a strong fashion identity without losing sight of their purpose.

New York as Design Language

New York provides pupp st. with more than a geographic label. The city determines how the products are conceived.

Dogs in New York spend significant time outside the home. They move through crowded pavements, neighbourhood parks, cafés, stores and public spaces. Their clothing has to respond to an environment in which personal style and practicality remain closely connected.

The brand’s collections translate this environment through colour blocking, sportswear proportions, bold graphics and garments built for layering. Its raincoats, tees and sweaters draw from the directness of New York streetwear: confident, functional and immediately readable.

The current website presents pupp st. through three principal collection identities. The OG Collection focuses on signature rainwear; Superstylin’ develops year-round apparel with lighter silhouettes; and Block Party brings together the Domino Windbreaker with coordinated soccer balls and accessories. This collection structure gives the company enough range to evolve while retaining a coherent visual vocabulary.

The imagery in the media kit reinforces that identity. Dogs appear in graphic windbreakers, carefully constructed raincoats and coordinated sportswear against city settings and controlled studio backgrounds. The final page presents jersey-style pieces marked with oversized “01” graphics beside matching soccer balls, making the relationship between dog apparel, team uniforms and New York sports culture immediately visible.

A Community Built Around Shared Life

pupp st. understands that people rarely experience its products in isolation. A coat becomes part of a morning walk. A foldable mat travels to a restaurant or park. A sweater appears in photographs, neighbourhood encounters and weekends away.

This everyday visibility has allowed the company to develop a community around the idea that dogs belong within the cultural and social lives of their owners. The brand’s #heypuppsters network brings together customers who recognise dog clothing as an extension of personal style and attentive care. pupp st.’s influencer programme remains invitation-based, prioritising dogs and owners who already wear and share the brand within their own communities.

The approach feels organic because the founders belong to the same world as their customers. They understand the logistics of city walks, the emotional importance of dogs within a family and the pleasure of choosing an object that is useful, beautifully made and visually distinctive.

The Future of Dog Streetwear

pupp st. occupies a compelling position within contemporary pet fashion. Its products carry the precision of apparel, the visual confidence of streetwear and the emotional intelligence of a company founded by people who have organised their lives around their dogs.

Its continued development will depend on maintaining that balance as the label expands: strong design, careful product construction, inclusive sizing, practical solutions and a credible commitment to animal welfare.

For Zon Beltran, Ina Ponce Enrile and RC Beltran, the company began with friendship and a promise made after loss. In New York, that promise found its form through raincoats, windbreakers, sweaters and objects designed for a shared urban life.

The dogs wearing pupp st. are treated as active participants in the city. They move through the same weather, spaces and daily rituals as the people beside them, dressed with equal attention to comfort, individuality and style.

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Editorial Note

This QEditorial Magazine feature was developed from the pupp st. media kit supplied to the publication, together with information verified through the brand’s official website. pupp st. is a New York dog streetwear and pet lifestyle brand founded by Zon Beltran, Ina Ponce Enrile and RC Beltran, producing designer dog raincoats, sweaters, windbreakers and urban pet accessories.

Explore the world of pupp st. through its official website and follow @pupp_st on Instagram for the latest collections, city stories and moments from the pupp st. community.

QEditorial Magazine — Fashion · Culture · Identity QEditorial.com