Our Mission
How it started
Ruff Cubs was born out of a simple but powerful idea: celebrate the bond between children and their pets through beautifully made, personalised fashion. After launching the award-winning dog accessory brand RUFF in 2021, founder Danielle Jordan Taffe quickly gained national attention — and when RUFF partnered with retail giant NEXT in 2023, the vision expanded.
Inspired by the way children light up around their four-legged friends, Danielle saw the opportunity to create something new: high-quality kidswear designed with the same love, individuality, and craftsmanship as her pet accessories. Ruff Cubs was launched to bridge that connection — with matching outfits, personalised embroidery, and premium comfort built into every piece.
This isn’t just about clothes. It’s about shared memories, playful matching moments, and garments that feel as meaningful as they are beautiful.
Meet the Founder: Danielle Jordan-Taft
Danielle is a powerhouse entrepreneur, mentor, elite athlete, and visionary creative. With over 15 years of experience in fashion and hospitality, she leads both Ruff LTD and Ruff Cubs with a passion for quality and personalisation.
Beyond business, she’s a strategic consultant for brands navigating growth, culture shifts, and operational transformation. She also serves as a trustee for her former secondary school, helping shape futures through leadership and mentorship.
And when she’s not in a boardroom or studio? Danielle is representing Jamaica on the international rugby stage and previously played netball for England. She now offers coaching, motivational speaking, and workshops on using sports skills in business and life.
Her work is all about connection — between people, pets, and purpose — and Ruff Cubs is an extension of that philosophy.