How Lucy & Fly came into being from a genuine need

Lucy & Fly wasn't born from a business idea, but from the genuine need to create the protection our little Lucy truly needed.

In February 2017, Lucy was seven months old, weighed only 1.9 kilograms, was very slender with a completely bare belly, had long legs, and no undercoat. This made her particularly sensitive to cold and she needed significantly more protection than one might have initially assumed for such a small, lively dog.

Lucy was very active, full of life, and always had a great time outdoors. On that day, she seemed cheerful, lively, and as if everything was fine. We thought if she was so fit and happy, everything would be alright.

But the next day, she suddenly became very ill.

We immediately made an appointment with the vet. After the examination, it quickly became clear how serious the situation was: Lucy had a fever, could barely breathe, and had to take medication for over two weeks. We were very worried during this time. The vet told us clearly then that the situation was dangerous and Lucy absolutely needed better protection in the future.

For us, that was a defining moment. It was the first clear sign of how important proper protection truly is for such a small, slender, and cold-sensitive dog.

When I then looked for suitable clothing for Lucy, another problem quickly became apparent: many models on the market had a very generic cut and left the belly area largely unprotected. This is exactly where small, slender dogs like Lucy get cold particularly quickly.

It was clear to me then that Lucy didn't just need any dog clothing. She needed better protection – especially where her body was particularly sensitive. This thought stayed with me.

The beginning of Lucy & Fly

This experience led to the creation of Lucy's first custom dog suit. Not with the goal of founding a brand, but from the desire to create something for our own dog that didn't exist.

The difference was quickly noticeable: Lucy was better protected, could move more freely, and visibly felt more comfortable.

When I first showed pictures of Lucy in her suit on Facebook, I quickly received a lot of feedback. I was repeatedly asked where we had bought this suit and if I could make something similar for other dogs.

But the interest wasn't just evident online. Also out and about in everyday life, on the street or in the forest, when we were out with Lucy, I was constantly approached. Many people asked where we had bought such a coat – especially because Lucy was so well protected in it. It was a model with legs and a protective belly area between the legs, exactly where many other coats don't offer sufficient protection. Often the direct question was: Where can you buy something like this?

It was in these moments that I realized we weren't alone with this issue. Many other dog owners were apparently looking for a solution that provided better protection, fit properly, and truly addressed the needs of small dogs.

Thus, step by step, the idea arose to make suitable suits not only for Lucy, but also for other dogs – first as individual custom orders and later for more and more small dogs. A personal necessity became a real mission. And from this mission, Lucy & Fly was born.

I am Nataly Löblein, and I am personally behind Lucy & Fly.

What began with Lucy became something much bigger for me: a mission that I carry forward with genuine responsibility. Because I have not only experienced how vulnerable small dogs can be, but also how quickly their needs are underestimated in everyday life.

This is precisely what drove my aspirations for Lucy & Fly. I never simply wanted to offer pretty products for dogs. From the beginning, it was important to me to create solutions that truly help small dogs – with protection that is well-thought-out, with cuts that fit better, and with details that make a real difference in everyday life.

Our goal is to noticeably improve the lives of small dogs. At the same time, their owners should also be given the good feeling that their dog, as a beloved family member, is safely, comfortably, and genuinely cared for.

What still drives me today is the desire to create something honest and valuable – for people who are not looking for just any product, but something created with care, understanding, and genuine responsibility.

Personal advice

Especially with small dogs, fit, protection, and the right details are crucial. That's why Lucy & Fly doesn't end with the product alone for us: We also personally help you find the right solution for your dog.

If you have any questions about size, fit, or product selection, we are happy to advise you personally.

Because in the end, it's always about the same thing for us: protecting small dogs in the best possible way and providing their owners with solutions they can truly rely on.