29 Pedals is a guitar effects brand operated by Believable Audio, the California-based company of audio engineer Jesse Honig. The name comes from a family ranch called Soft Shoulder located past Twentynine Palms in the California desert, which the founder cites as inspiration for the brand's focus on considered, slow-made gear. Believable Audio's broader business includes custom equipment builds, vintage repair and restoration, and engineering services alongside the 29 Pedals product line.

The pedal lineup centers on tone-shaping utility boxes rather than traditional effects. The EUNA is an input driver designed to preserve dynamics and add harmonic content at the front of a signal chain, and the OAMP is a companion output driver intended to sweeten tone and handle a range of loads — the two are often used together as a buffered top-and-tail for a pedalboard. The range also includes the FLWR fuzz/distortion, the JFET preamp clean boost, and the TOKI fuzzy driver.

29 Pedals has built a reputation in boutique circles for its minimalist industrial enclosures, single-knob and low-control layouts, and an emphasis on transparent signal conditioning. The pedals are carried by boutique retailers such as Vintage King, The Music Emporium, and Russo Music, and the brand maintains an active presence on Instagram and YouTube where Honig posts demos and design explainers.

29 Pedals has 5 products cataloged on Equipboard, including Boost Effects Pedals, Effects Pedal Accessories, and Overdrive Effects Pedals. Their gear is featured by 12 artists, with the strongest followings in Rock, Folk, World, & Country, and Blues. Notable users include Jacob Bugden, Frank Iero, and Steffen Gotsch.