Driven by Love, Crafted for Devon Rex's Delicate Skin

Hi, I'm Shining Ou. On TikTok, Instagram, and within our feline community, I'm better known to everyone as Cash's Dad.

This brand was never born from a business plan. It all started with my sweet, sensitive Devon Rex — my boy, Cash.

Where It All Began

Before welcoming Cash into my life, I never realized how uniquely fragile a Devon Rex's skin truly is. Unlike regular cats with thick, protective fur coats, Devon Rex cats have sparse, fine hair and minimal natural coverage. Their skin is directly exposed to the outside world, leaving them extremely vulnerable to external irritation. A cool breeze, air-conditioned room temperature, rough fabric, stiff stitching, or constant clothing friction can easily cause redness, itching, and skin discomfort. Many nights, I watched Cash scratching constantly, struggling to break free from his clothes, and resting restlessly. That feeling of helplessness and heartache stayed with me.

Desperate to find something gentle and wearable for Cash, I spent months searching for suitable pet apparel — only to be repeatedly disappointed. Most pet clothes on the market are mass-produced, generic designs that prioritize appearance over comfort. Cheap synthetic fabrics feel harsh and trap heat, stiff shoulder seams rub and pinch the armpits, and scratchy neck tags cause persistent irritation. Made for common fluffy or stocky cat breeds, these standard patterns never fit the Devon Rex's slim, streamlined, narrow-shouldered body shape. There were plenty of cute outfits, but almost nothing truly safe and skin-friendly for Devon Rex cats.

I kept asking myself: Why is there no clothing designed specifically for sensitive-skinned cats? Why does the pet apparel industry chase looks before a cat's basic comfort?

Out of this frustration and disappointment, Novo Paw was created — turning a devoted cat dad's problem into a brand.

The name Novo stands for "new" — a new beginning for feline apparel, and a new standard of gentle care for sensitive cats. We are not a regular mass-market pet store, but an original pet apparel studio built from real-life cat parent experience. Founded by a cat dad, made for sensitive kitties. Every fabric choice, every cut, and every refined detail comes directly from the real challenges I faced while caring for Cash.

Novo Paw Promise: Comfort Always Comes First

I firmly believe that a cat's comfort should never be sacrificed for appearance. Every design we create solves the core, real-life sensitivities of Devon Rex cats:

🌿 Breathable Pure Cotton Fabric

We only select ultra-soft natural cotton and gentle knitted materials. Tailored to the Devon Rex's low heat tolerance and sensitive skin, our fabric maintains mild warmth against cool indoor temperatures while remaining fully breathable. It prevents stuffiness and drastically reduces skin redness, itching, and allergic reactions — safe enough for all-day wear.

✂️ Devon Rex Custom Tailored Fit

All patterns are independently developed based on the exclusive body structure of Devon Rex cats. No tight restraint, no loose awkwardness. Our custom cuts perfectly fit their slender, streamlined figure, allowing them to jump, stretch, play, and nap with complete freedom.

🧵 Friction-Free Premium Craftsmanship

We abandon harsh traditional stitching and irritating paper tags entirely. With smooth flat-lock seams and tagless necklines, every part of the garment eliminates rubbing and pressure, fully protecting the Devon Rex's delicate skin.

Tested by Cash, Trusted by You

Every Novo Paw piece undergoes real-life testing — exclusively by Cash.

I test every prototype on him repeatedly, observing his movement flexibility, sleeping state, and checking for any skin redness or pressure marks. I adjust fabric softness and tailoring details over and over again. If any design is not soft enough, not comfortable enough, or restricts his movement in the slightest, it will never be released.

I built this brand because I understand the true anxiety of every Devon Rex parent. I never want another Devon Rex cat to suffer skin irritation just for the sake of wearing cute clothes. What we create is far more than pet apparel. It is the gentle protection I once wished for my Cash — and the same thoughtful care we dedicate to every sensitive Devon Rex and every loving cat family worldwide.

"Every style is tested on Cash first. Only what is gentle enough for my boy deserves your beloved one."

— Shining Ou (Cash's Dad), Founder of Novo Paw