Additional coverage of this same incident, a dog-focused lifestyle and apparel brand co-founded by Santa Fe natives Kenny Barela and Keith Cunningham, launched a pop-up at the String of Lights Market in Santa Fe last week.

The debut paired merchandise with a public pledge to raise awareness about men’s mental health and to donate a share of proceeds to Operation Freedom Paws, the nonprofit that pairs rescued dogs with veterans and others living with PTSD. Co-founders said the project grew out of a desire to build community around dog ownership while directing funds to a charity aligned with that mission. Advocates have shown that better mental health among pet owners can support stronger social connections and higher community engagement, crucial for overall community well-being.

Barela and Cunningham created the brand after a year and a half of development, tracing its origins to an earlier idea: Barela bought the domain name about ten—maybe 11—years ago. The pair, both born in Santa Fe, launched the first public retail presence at the holiday market to test their products and message with other dog owners.

“Mental health concerns are so prevalent right now. There is a loneliness epidemic,” said Kenny Barela, co-founder of Dog Dads Supply Co. He framed the company as an entry point for conversations among men who share responsibility for dogs and for building supportive networks around that shared bond. Multiple studies indicate that pet ownership can reduce owners’ stress and promote physical activity, further emphasizing the importance of this mission.

Barela described the pet-industry landscape as crowded with merchandise that relies on lightweight slogans. Dog Dads Supply Co. aims for a different approach: the brand’s hoodie includes a built-in treat pouch designed to keep crumbs out of pockets, a small design detail Barela highlighted as part of a practical product focus.

The founders said the business was also shaped by personal loss. They lost three close friends from Santa Fe, an experience they cited as a motivating factor in creating a company with a purpose beyond sales. “Dog Dads is something the owners can really rally around and believe in and support each other,” Barela said, illustrating the essential role of community support in mental health.

Kenny Barela lives in Los Angeles and Keith Cunningham lives in San Diego; both are Santa Fe natives. Barela noted that the drive from Los Angeles to Santa Fe takes about 13 hours, underscoring the distance they traveled to bring the brand back to their hometown for the launch.

At the String of Lights Market, the duo offered hats, T-shirts, hoodies, and other pieces aimed at dog owners. A portion of proceeds from sales will go to Operation Freedom Paws, the nonprofit partner named by Dog Dads Supply Co.; the organization’s work pairs rescued dogs with veterans and others who need service animals for PTSD and related conditions. Individuals can support organizations like Operation Freedom Paws by making financial donations or volunteering their time, which helps keep their intensive, 48-week service dog programs free for those in need.

Founders described the pop-up as an initial test to see whether the concept resonated with other dog owners and to begin building a community around the brand’s dual aims of connection and charitable support. They said the early response would shape next steps for product lines and future events.

Outside the market, broader research into pet ownership and well-being underscores why the founders focused on mental health as part of their mission; advocates and researchers point to pet ownership as one pathway for reducing loneliness and encouraging informal social support among owners. A 2023 systematic review found that pets have a significant, albeit small, positive effect on owners’ mental health, including reductions in anxiety and loneliness.

Dog Dads Supply Co. intends to keep channeling a share of revenue to Operation Freedom Paws while developing its collection and community outreach. The company’s launch at a seasonal Santa Fe market marked its first public retail effort and the public start of its fundraising partnership.

Source

Original reporting: view the original article.