Story

Once Upon A Kind was created to help elevate the lives of Greyhounds no longer suitable for racing on the track by supporting them into a loving home.

I like to think I’m reimagining the next chapter in the lives of these elegant and noble animals, a time when they are valued for who they are, not what they do.

Here, at Once Upon a Kind, bespoke Greyhound jackets are designed and crafted from donated high-end designer woollen and leather jackets. The profit from the sale of these jackets is donated to approved agencies that help with the rehoming of Greyhounds into loving homes.

Once Upon A Kind reimagines both the jacket and the dog for a higher purpose, rehoming both, whilst not forgetting warmth and beauty.

As such, Once Upon a Kind reflects some aspects of fairytale endings imbued by the slight change to the idiom ‘Once Upon A Time’; allowing new stories with happier endings to unfold.

The original collection ‘Peaky Greyhounds’ is inspired by the inherent confidence and style of the Peaky Blinders, the use of bespoke crafted tailoring, and luxury yet natural materials, all the while reflecting the noble elegance of the Greyhound.

Once Upon A Kind has been created in Whanganui, a city in New Zealand well known for its creativity, care of the old and the new, and a way of reimagining the way things can be.

In 2017 the river that runs through the city gained the unique legal status of becoming the first river in the world to be afforded the same legal status as a person allowing for it to be properly cared for.

It is this combination of care - backwards and forwards - with a strong dash of creativity and design that means ventures such as Once Upon A Kind are launched here.

Historic buildings deemed no longer fit for purpose have been lovingly restored and reimagined here. Much like the Greyhounds supported here at Once Upon A Kind.

Whanganui is New Zealand’s only UNESCO City of Design - recognising the city’s historic and contemporary contributions to art and creativity.

Once Upon A Kind prides itself on having a non-disposable culture; where old jackets and old dogs are reimagined and re-loved. Upcycling and recycling is the brand’s focus, alongside natural materials. and we also sell locally material tote bags to replace single-use plastic bags.

Because after all, life is just better with a little kindness, care and creativity.