Because no matter how domesticated they become, there’s still something wonderfully wild inside every dog. “Beast” is our way of celebrating the instincts, spirit, and individuality that make them who they are.

Because if you’re going to read something while buying for your beast, it may as well have a personality like them.

Because beasts weren’t designed to ignore their instincts. They were designed to express them.

Because the best products make life better at both ends of the leash.

The second one. The first just helps us keep doing it.