Think back to high school… who was the most popular kid in your class? Well we want to know who is the most popular dog on Facebook and you’re going to help us. Here’s how it works:

Starting Tuesday January 18, post a picture of your dog on our Facebook page and have your friends “Like” it. Comments don’t matter, just “Likes” and the dog with the most “Likes” at contest’s end Monday January 24 at 9pm PST will win the Paco Collar of your choice! Normally we have limitations on the prize, but not this time. Oh no, you get to design the Paco Collar of your dreams, which is only fitting for the most popular dog on Facebook.

Of course, we all know that popularity isn’t everything. A quick poll at the studio showed that not one of us was voted most popular in high school — weird, right? — so we’re also giving a shot to the underdog. If you think your dog should win for another category, like “Best Smile,” “Class Clown,” or “Most Likely to Roll in Seal Innards” then you should try out for the Paco Collars Employee pick award. To enter, just post a picture of your dog with the category you think you should win, and we’ll see who wins us over. Winner of this category will also get the collar of their choice, no restrictions.

There you have it. It’s been a while since we’ve had a contest, may be quite a while before the next one, and for the first time ever there’s no limit on the prize except your imagination… let the popularity contest begin!

It’s called The Namid and it’s the beefier version of our popular Swirl collar.

It’s actually not that new of a design. Lobo, the Golden pictured here, has been sporting it for a few months alongside the collar’s namesake, Namid himself (who belongs to the talented Tanja Baker). But it’s new to the site and therefore new to you.

With three leather colors, two hardware choices, and nine different rhinestone colors to choose from, you have the ability to customize to your heart’s content . Be the first to rock your favorite combo!

Anyone who is dedicated enough to immortalize the best leather dog collars in the world by embelleshing their body with a Paco Collars inspired tattoo deserves to be rewarded. The level of reward will depend on the hard-coreness of the tattoo (as decided by company vote… don’t worry, we’re lenient) with the ultimate reward being free Paco goods for life.

If you’re worried we’ll go Casa Sanchez on you don’t fret. First off, we won’t demand that you get our logo in order to get free goods. There are plenty of other ways to celebrate Paco Collars, so get creative.

If you need some inspiration, check out this piece on Donyale Hoye

Muggy (orange) and Lola (black) are Donyale’s dogs and Maggie (front right) is sporting a Mega Lola.

Donyale already has enough Paco goods so opted to donate the free Mega Lola earned to the tattoo artist, whose Newfoundland sports the new collar quite nicely!

Recently Juliene came across a rattlesnake skin and really wanted to make it into a custom collar for Cash, the office dog at Pride and Pedigree. We special ordered the buckle, constructed it yesterday, and this was the result.

Kinda creepy, kinda cool, but 100% original!

This is old news for our newsletter subscribers, but now it’s time to officially introduce the Swirl Collar to the rest of the world. With a ton of different rhinestone and leather color options, there’s bound to be a combo that suits the dog in your life.

Oh, and you see that light colored collar? That’s our new “yellow” leather that breaks into a nice, light brown shade. Keep an eye out as we add it as an option to all of our designs in the next few days.

Here’s to new options, woohoo!

We love and respect Blocky Dogs so much, even Paco has a Blocky Dog collar. They have an excellent product, run an ethical business, and are as dog nerdy as us. Juliene likes to call them “Bizarro Paco Collars” because they are our East Coast, nylon producing doppleganger but with one big difference… Rebecca is way too bashful to toot her own horn. We’re shameless, though, so we’ll do it for her!

So go check out Blocky Dogs and go pick up the August issue of Rolling Stone! In addition to seeing the above image in real life, you can read about what makes the Jonas Brothers so dreamy…