Xcel Brands, K9 Wear Partnership to Launch Cesar Millan Brand Pet Accessories Collection

Xcel Brands, an industry leading media and consumer products company specializing in building influencer-driven brands through social commerce and livestreaming, has entered into a licensing partnership with K9 Wear Inc., a leader in premium pet accessories and apparel, to develop and launch a new pet brand, Trust. Respect. Love by Cesar Millan. This collaboration brings together K9 Wear’s expertise in functional, highly designed, high-quality pet products with Xcel’s proven success in brand building, licensing and live-stream commerce.

Xcel will work to design and distribute an extensive range of pet products, offering innovative and high-performance products that enhance the pet ownership experience to create a pet lifestyle brand through the lens of Cesar Millan. The brand will feature premium pet essentials, including toys, training tools, accessories, nutrition and grooming tools, small appliances, electronics and more, ensuring both pets and their owners benefit from the highest standards of quality and design.

“We are truly delighted to announce our partnership with Xcel brands and Cesar Millan,” said Frank Cammarata, CEO of K9 Wear, Inc. “Merging our company’s vast pet-industry expertise with Cesar’s specialization and emphasis on Form and Function, will enable us to deliver the most unique and innovative pet-accessory products to the market.”

Cesar Millan brings over two decades of experience to the pet industry. Every product reflects Cesar’s core values of trust, respect, and love — offering solutions that are both functional and deeply aligned with the principles of balanced relationships between dogs and humans. By combining each company’s expertise, Xcel Brands is creating a transformative pet brand that delivers innovation, quality, and education to pet owners worldwide.

“This collaboration with K9 Wear marks another milestone in Xcel’s mission to create exceptional consumer products across multiple categories. With the pet industry experiencing tremendous growth, this partnership allows us to meet the demand for high-quality pet accessories while continuing to expand our brand portfolio and category expansion.,” stated Robert W. D’Loren, chairman and chief executive officer of Xcel Brands.

“I am thrilled to have Xcel Brands and K9 Wear join my pack, to bring a new and innovative line of products to the marketplace under my new brand Trust. Respect. Love by Cesar Millan.  Every product is planned and designed for the well-being and comfort of both, the dog and its pet parent, incorporating a modern, casual and functional style.  We have developed a complete line of products in tune with my natural, simple and profound philosophy. If you are looking for the best for you and your dog, the wait is over!” -Cesar Millan

As part of the brand’s launch strategy, K9Wear will be showcasing the brand at Global Pet Expo, the pet industry’s premier trade event, taking place in March 2026. Attendees will have the opportunity to see and learn more about the brand’s vision for the future of pet accessories. The brand is set to launch in early 2026, with availability through select retailers, e-commerce platforms, and live shopping channels.

K9 Wear is the creator of the world’s first interchangeable apparel harness, merging the worlds of dog safety and fashion. The company designs and manufactures stylish pet apparel, bowls, packable raincoats, collars and leash sets and toys, among others. Products provide the ultimate in fit, comfort, safety, and style, incorporating bright colors, stylish detailing and sleek lines into the fresh designs. In addition to Excel Brands, K9 Wear collaborates with well-known fashion brands, including Tommy Bahama, Natori, IZOD and Trina Turk.