How do I measure my dog’s neck?

Get a soft measuring tape and wrap it snug and high on the neck as shown below. Every collar is custom-made to the measurements you provide us with. Getting this right is the most important part of the process, so please follow these instructions. Don’t just measure your dog’s existing collar as it won’t be right.

Right way
Wrap a cloth tape measure around your dog’s neck as shown in the first two images below. Please note that it’s high and snug, but not pulled tight. Measuring this way doesn’t mean your new collar will sit high and tight on your dog, it should sit just right, with holes either side.

ruthlessleather_how_to_measure_yesWrong way
If it’s sagging and your fingers are under the tape then it’s too loose and your collar won’t fit correctly. But don’t strangle your dog either! Snug is good, tight is bad.