Your dog's name, letter by letter, on the collar. Waterproof, odour-free, with a character all of its own.

The Feyral Waterproof Collar is made from PolyFlex: a material that doesn't soak up water or hold on to smells. Mud, sea water, rain, puddles — rinse it under the tap and ten seconds later it's as good as new. No more nylon that reeks after three walks.

Then there's the fun part: eight colours to choose from and silicone charms you piece together one by one. Spell out the name, add the symbols that suit them best — a HEART, a paw, a STAR. Every collar comes out different, exactly like every dog.

Quick-release safety buckle, brushed nickel D-ring for the lead and ID tag, and sizes S, M and L to fit every build.

Be ready for the questions: 'where did you get that?' is the one you'll hear most at the park.