For proper fit use a soft tape measure and measure around your dogs neck where you wold like the collar to fit. The collar should fit snug, but still with room to fit a finger or two underneath. If a soft measuring tape is not available you can use a string, preforming the same process described above, then use a tape measure to measure the length of the string.
The dog in the picture is a 75lbs Shepherd mix. He wears a size Large (19”).
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