Bus Driver Turns the Grief of Losing His Dog Into an Opportunity to Save Thousands of Furry Lives

MTA Bus Driver Didn't Give Up After His Dog Died in a Tragic Car Accident. Instead, He Invented the Jooni Dog Leash — a Safer, Smarter, Semi-Retractable Design That Gives Dog Owners More Control

LONG ISLAND CITY, N.Y., Oct. 7, 2025 /PRNewswire/ -- Born from love, loss, and the desire to make dog walking safer, Jooni Dog today announced the launch of a crowdfunding campaign through Kickstarter for the Jooni Dog Leash, a breakthrough semi-retractable leash that gives pet owners more control while minimizing the risk to both dogs and humans. Created by New York City bus driver Peter Bae—who lost his dog, Jooni, in a tragic retractable leash failure accident—the innovative Jooni Dog Leash reimagines safety through thoughtful, real-world functionality. The campaign is live on Kickstarter from October 7 through November 6.

To bring his vision to life, Bae partnered with Leadoff Studio—a New York-based industrial design firm specializing in consumer products and packaging—to create a smarter, ergonomic leash that rethinks the flaws of traditional retractable models. The result prioritizes safety and control at every step: a durable 10-millimeter nylon rope runs through an ergonomic tapered handle designed to prevent slippage. The patent-pending locking mechanism inside controls the leash to stop dogs from running out, and allows walkers to easily reel their dog to safety by manually pulling the rope. They can press the button to momentarily release the lock and give the dog more leash to roam. Additional features, including a loop, beehive-style grip, and a carabiner tie-up clip for hands-free walking, provide versatile and secure handling.

"After seeing one too many close calls between dogs and traffic on my bus route, I finally decided to take action to create a safer, smarter leash alternative," says Bae. "I've been paying close attention to how people walk their dogs, and have found that reliable handles allowing walkers to have a firm hold, without wrapping extra leash around one's hand, are essential for pet and user safety."

Join Leadoff Studio and Jooni Dog in their mission to help dogs and their humans live long, safe, happy lives together. To support this project, please visit Kickstarter to see how your pledge can provide the world with a safer way to walk our furry friends.

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SOURCE Jooni Dog