save a wag... with swag

It’s That Simple.

Every purchase from Who’s In Charge

helps save a dog’s life!


More than 670,000 dogs are euthanized each year.*

help save a dog's life with the purchase of great swag!

Let the world know how much you love your Rescue.  Share your love with our assortment of  leashes, shirts, mugs, and more.  Every purchase you make will help find forever homes.


From leashes and collars to play toys, we’ve got your doggie covered.  Share an instant smile with fellow dog lovers wherever you go. Your purchase will help save another dog in need. 

Pet Family

Who’s really in charge of your household?  Is it your furry companion who rules the roost?  Or is it your ever challenging toddler that would proudly show others Who’s In Charge.

By Breed


Check out our breed specific swag. What’s your favorite breed? From lap dogs to sled dogs, our list keeps growing,

Select Your Breed:

we believe

Pet parents can help support local Rescues & Fosters just by making smart buying decisions.  We offer high quality pet and pet parent products that increase the awareness of need.  Who’s In Charge promises to give back up to $5 from every item purchased to help place dogs in happy, healthy, forever homes.  Our high quality apparel and accessories, personalized with your ideas and passion for pets can give any dog and their family a little bit of “swagger”.  We work with a growing network of Rescues and Foster Centers across the U. S.  Use our SIGN UP & SAVE! form If you would like us to support a particular Rescue.

Get your FREE tennis ball toss toy
specially made for your rescue companion

Plus we’ll make a donation to a dog Rescue to help find forever homes!

our mission

As dog lovers ourselves, we have made it our mission to support the wonderful organizations devoted to saving the lives of abused and abandoned dogs. For every purchase you make from Who’s in Charge, we will make a charitable donation to a Rescue to help find forever homes. Our long-term is to open a FREE SPAY & NEUTER CENTER. 

Remember – the dogs you befriend through your purchases cannot express their gratitude.  Speaking on their behalf, we say thank you for your support.

what our affiliates say

"WIC is a wonderful startup company that has created a business model that will benefit local rescues while providing animal lovers with high quality, unique products! Their graphics are awesome as well. Second Chance Pet Adoptions is very excited to be one of the WIC's beneficiaries!"
Laura Honeycutt
Dog Program Manager