One Designer. One Pet Microbrand. 23 International Markets.

How LUTII New York Became a Global Microbrand With Almost No Advertising

When I launched LUTII New York in late 2017, I had a simple vision: to combine my decades of experience in women’s fashion design with my love of dogs, creating beautiful, fashion-forward luxury pet accessories.

What I didn’t anticipate was just how far those little designs would travel!

Today, LUTII’s designer dog harnesses, luxury dog carriers, handmade dog coats, and matching leashes have reached customers in 23 international markets, including Japan, France, Germany, Australia, South Korea, the United Kingdom, and beyond.

And perhaps the most interesting part? I’ve accomplished this almost entirely on my own, with very little paid advertising, no marketing team, and no outside financial backing.

What Exactly Is a Global Microbrand?

A microbrand is a small, independently operated business, often specializing in unique, niche products rather than mass-produced merchandise.

A global microbrand combines that small-scale independence with an international customer base.

LUTII is exactly that: a New York-based, designer led luxury pet accessories microbrand with customers around the world.

Every piece begins with my own creative vision, often using beautiful designer fabrics, specialty trims, and carefully selected materials.

Growing Internationally Without a Marketing Budget

One of the most rewarding aspects of building LUTII has been discovering how customers find my designs.

From the beginning, I took the time to learn about search engine optimization (SEO), watching tutorials and researching how Google searches work.

Rather than relying on expensive advertising campaigns, I concentrated on making my products discoverable through organic Google searches, Etsy first as a testing ground platform, and then our own website.

Over time, customers from countries I’d never marketed to directly began finding LUTII.

A customer in Japan. Another in Australia. Then France, Germany, South Korea, and 20+ more.

Each international order was a little reminder that a small, independent business could reach far beyond its own neighborhood.

Handmade in New York. Strutting around the world on 4 legs.

Nearly nine years later, LUTII remains a truly independent luxury pet fashion brand.

While LUTII may be a microbrand in size, its reach extends across continents.

And that’s what makes this journey so personally rewarding.

23 international markets. One independent designer. Almost no advertising.

Not bad for a little New York fashion label!

— Lantie Foster
Founder & Designer, LUTII New York
Established 2017