Old English Sheepdogs, famously known as Dulux Dogs, are at risk of disappearing from British streets due to a sharp decline in registrations. The Royal Kennel Club has classified the breed as vulnerable, with only 227 puppies registered in the UK in 2020, a six-decade low, despite 13.5 million dogs being kept as pets nationwide.
The breed's iconic status began 65 years ago when a dog named Dash bounded onto the set of a Dulux TV advert in 1961, creating an enduring advertising masterpiece. Since then, 14 Dulux Dogs have followed, with the most recent being Dorothy, unveiled for 2026. Every Dulux Dog in adverts over the past decade has come from the same family line, bred by Ellen Wheeler of Lincolnshire.
Marianne Shillingford, creative director at Dulux, said: "Like all the best things in life, the Dulux Dog was born out of serendipity." The breed's popularity soared in the 1960s after the first advert, with celebrities such as Paul McCartney and The Rolling Stones owning Old English Sheepdogs. However, changing trends have led to a decline, with newer breeds becoming more fashionable.
A Royal Kennel Club spokesperson said: "The landscape of Britain’s favourite dogs has continued to shift... with some historic native breeds now so rare that they could be at risk of disappearing from our streets and parks." Despite this, Dulux continues to feature the breed, with Sam Balloch, Head of UK Consumer Brands at AkzoNobel, stating: "The Dulux Dog has always represented more than paint."
Ellen Wheeler, owner of Dorothy and three previous Dulux Dogs, said: "It really does feel like a bit of a celebrity lifestyle at times!" The breed's future remains uncertain, but Dulux's ongoing association may help preserve its legacy.
