I Built London’s Biggest Dog Community. Now I’m Building Something Smaller.

When I first became a dog mum in London, I realised something was missing.

There were meetups and events. But nothing curated. Nothing that felt intentional. I’d show up with Buttons and leave feeling like, sure, I’d met people, but I hadn’t actually met anyone. Not because they weren’t great, but because the setup just didn’t lend itself to real connection.

I wanted something that matched who I am as a dog mum and how I actually live in the city. I take Buttons to the park every day and I love it. But I also love my oat matcha, a good flat white, a proper brunch, experiences that feel a bit more considered. I care about where and how I spend my Sundays. I want the coffee to be good. I want to be around people who get it. And I want my dog next to me while it happens.

That thing didn’t exist. So I made it.

I started YapYap. What began as Maltipoos of London grew into something much bigger: a community for London dog parents to meet likeminded people, socialise properly, and actually feel part of something. I’ve hosted events all across the city. Easter Hunt. Snuggle Fest. Winter Woof. Over 3,000 members. More than 100 events. Hundreds of dogs through the door.

The response was incredible. But people kept saying the same thing:

“I wish this was monthly. Less manic. More elevated. More like a community.”

I kept hearing it. And I couldn’t unhear it.

Why This, Why Now

That feedback became Sunday Dog Social.

Not a replacement for YapYap. An evolution of the part that mattered most: the connections. The feeling of walking into a room and knowing you’re among your people. And that your dog is too.

Sunday Dog Social is a monthly, members-only experience for London dog parents and their dogs. First Sunday of each month. We’re launching at Home House in Marylebone and will pop up at other curated spaces across London. Considered, and designed to feel like a reset.

Think wellness brunch meets members’ club meets the Sunday morning you always say you’ll have but never do. The one where you actually slow down. Where your dog gets something thoughtful, and so do you.

I’m starting this Substack because I wanted a home for the world around it. Not just event recaps. A proper lifestyle edit for dog parents who care about the details. For people whose best companion has four legs and opinions about which cafe serves the best flat white.

If you’re the kind of person who orders a matcha with oat milk on your morning walk, rearranges the flat so the light hits the sofa where your dog sleeps, and unironically calls yourself a dog mum, dog dad, or dog person... Sunday Dog Social is for you.

What This Space Will Be / What To Expect

When you walk into Sunday Dog Social, I want you to feel like you can exhale. Cosy spaces. Thoughtful activities. Expert tips. Grooming and wellness pop-ins. Occasional same-breed moments. All with a quiet luxury feel.

It’s not about exclusivity for the sake of it. It’s about keeping things small enough that people actually know each other. That your dog recognises the other dogs. That it feels like yours.

I’ve spent three years wishing this existed. Now it does. And I’m most excited about the friendships, human and dog, that will come out of it.

If you want more than just a walk in the park, subscribe. Let’s make Sundays mean something.

I’m Keef. Dog mum to Buttons. Founder of YapYap and Sunday Dog Social. Mars Petcare Fellowship alumna. Flat white in one hand, lead in the other. Always stopping to say hello to your dog.

Sunday Dog Social launches March 22nd at Home House, Marylebone. Founding memberships are open now.

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