The collar is the tracker.
LOOP is a silicone dog collar with Find My tracking sealed inside the strap, so there's nothing to clip on or lose, and no subscription to pay.
Tags fall off. Trackers charge monthly.
Clip-on tags
A tag in a holder rattles, snags on everything and works loose. Fergus lost his more than once, which is how LOOP started.
GPS trackers
They're accurate, but you get a box hanging off the collar and a subscription for as long as you own it.
Built in. Not bolted on.
Everything that finds your dog is stacked on one board and sealed inside the strap. Scroll to look inside.
- 1
Find My chip
Sends a secure, anonymous signal that phones nearby pass on to you.
- 2
One circuit board
Everything is built on a single board, stacked and sealed as one.
- 3
Battery
Sits under the board. Designed to last 90 to 120 days between charges.
- 4
Charging coil
At the base of the stack, so it charges on any Qi pad with no port to let water in.
- 5
Sealed silicone
Medical-grade silicone and a woven core wrap the whole stack. No seams, no gaps.
Put it on. That's the setup.
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Wear
Fasten it like any other collar. There's no tag hanging off it to snag or lose.
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Track
Add LOOP in Find My on iPhone, or Find Hub on Android. If your dog wanders off, you'll see where on the map.
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Charge
Every three months or so, lay it on a Qi wireless charger, the same kind lots of phones use.
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Own
Pay once and that's it. No subscription, no activation fee and no monthly creep.
£79.99. Then nothing.
Live GPS trackers carry their own SIM, which is why they need a subscription. LOOP is found by the phones already around your dog, so nothing is due after day one.
GPS range based on typical UK tracker and subscription prices, checked July 2026.
Three colours.
Midnight, Spark and Bone, each with the same tracker sealed inside.
Malinois in Spark
Samoyed in Spark
Labrador in Spark
Doodle in Midnight
Designed to get dirty.
No ports and no seams, so there's nowhere for water or mud to get in. We're designing LOOP to the IP68 standard, so swims are fine too.
Caked in mud? Rinse it under the tap and it's ready to go again.
Built for Fergus.
LOOP started the day I found myself taping an AirTag to my dog's collar. It looked terrible and it fell off. There had to be a better way.
Ten years of selling design-led products taught me that people want things that look right and work properly. LOOP has to do both.
Questions.
Is there a subscription?
No. You pay £79.99 once. Tracking runs on the Find My and Find Hub networks, which don't charge a fee.
How does the tracking work?
LOOP sends out a secure Bluetooth signal. Phones on the network that pass nearby report its location, encrypted, so only you can see it. Nobody else can see where your dog is, including us.
Is it GPS?
No, and that's why there's no subscription. GPS trackers need their own SIM. LOOP uses the phones around it, so it updates often in towns and parks and less often somewhere remote. If most of your walks are miles from anyone, a GPS tracker may suit you better.
Does it work with Android?
LOOP is being built for Apple Find My on iPhone and Google's Find Hub on Android.
How long does the battery last?
We're designing for 90 to 120 days between charges. It charges on any Qi wireless charger, the kind lots of phones use.
Is it waterproof?
That's the point of sealing everything inside. We're designing LOOP to the IP68 standard, so rain, mud and swimming are all fine.
What sizes will there be?
LOOP is being made for dogs of all sizes. Exact sizes and a fit guide will be ready before launch.
What about cats?
A smaller cat version is in development. Join the waitlist and we'll tell you when it's ready.
When can I buy one?
The prototype is being tested now. Join the waitlist to hear first about launch dates and early access.
Who makes LOOP?
For Fergus Ltd, a small London company founded by David Sears and named after his labradoodle.
Be first in line.
Join the waitlist for launch news and early access. We'll only email when there's something worth reading.