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Welcome to Wag Theory


Our Manifesto

We stand for a world where every dog is valued and adored.
We believe they teach us to be more kind, patient, and light hearted.
We smile more when dogs are around.
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We believe in the joy of everyday adventure.
We believe that life moves fast, but moments should be savored.
We want to bring joy and connection to the community we serve.
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We stand for craftsmanship and smart design.
We believe that quality matters, for ourselves and for our pets.
We strive to learn and grow every day.
All with our dogs by our side.

About the Founder

Hello, friends! My name is Jenny Ostoj, and I'm the founder of Wag Theory. I'm a self taught designer and maker that would have considered myself more of a rule follower than a creative for many years. With an MBA and other professional certifications under my belt, I never imagined that my path would lead me to where I am today. 

But for me, living a full life means being present and prioritizing what matters most. Several years ago I took stock of those priorities and decided to make a change. My creative mind had been sitting dormant for quite some time, and once I tapped into this energy it was like a faucet that couldn't be turned off. 

A creative problem solver at heart, I started to make bags and accessories that fit needs for travel, work, and life under the brand name Jo Rose Design. Organically this evolved into prototyping stylish yet functional products I desired as a dog owner. That was the moment that a passion lit up inside me like never before. And thus Wag Theory was born.  

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Living in a rainy climate like Oregon, it was only natural that the Wag Theory collection started with a rain jacket. Not satisfied with the color palette and features available in the dog performance category of our local pet stores, we set out to create stylish yet functional piece that would match the esthetic urban dog owners are looking for.

We also knew from the start that we did not want to produce a cheap product that would be the equivalent of fast fashion for dogs. Utilizing high quality materials and providing transparency into our design and production process are key tenants of the Wag Theory brand.

View collection

The Team

I am currently a one-woman shop, designing, marketing, and making all of the product on my own. But I can't imagine doing any of this without the encouragement of my husband and number one supporter, Alok. Together we live in Portland, OR with our two adorable labradoodles, Chewy and Solo, who are the inspiration behind the brand and remind us every day how special the bond is between dogs and their humans.

As a family we love the water, all things related to food, snuggling, and sleeping in on Sundays. We love urban treks and outdoor adventures, and aim to get outside every day rain or shine.

Our Process

It Starts with Solving Problems

Our process typically begins with a problem statement that needs to be explored. We research and brainstorm ideas, fabrics, and features that might solve the issue, taking into consideration all of the important variables such as ethical sourcing, cost and overall feasibility. We always want our goods to hold up to your daily adventures, so performance and safety are top of mind from the beginning.

Smart Design + Testing

Most product ideas are first sketched by hand and then prototyped. Once we think it’s ready for prime time we do a lot of testing (with a variety of dogs and owners), especially if the product requires multiple sizes. Just like when designing for humans, we know that there is no one-size-fits-all solution for most dog products. So we gather as much feedback as possible and continue adjusting until the function and performance solves the problem in the most efficient and effective way possible!

Ethical Manufacturing - Proudly handmade in the U.S.A.

We also believe it is a company's responsibility to provide transparent information about sustainability, sourcing, and manufacturing so consumers can be well informed about where their products come from and who makes them. Our production is currently handled in-house in Portland Oregon and there are no robots involved ;-) It’s real people every step along the way. And we strongly believe that every person deserves to be compensated with a fair wage.

We are still a very small operation. But as the company grows, it is our commitment to never outsource manufacturing to a facility that does not adhere to fair working standards. 

Our Studio

Want to stop by and see where the magic happens and check out the gear in person? We'd love to have you! The studio is open by appointment only so shoot us a note through the contact form to coordinate your visit!

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Giving Back

We Support PAW Team

Wag Theory believes that businesses have a unique opportunity to give back to the communities they serve. We believe that all humans deserve the companionship and support that dogs provide, regardless of economic status. 

That is why we are proud to partner with Portland Animal Welfare (PAW) Team to support their mission of providing free veterinary care to the pets of people who are homeless or living in extreme poverty.

In addition to volunteering on PAW Team initiatives and donating overstock and gently used or damaged product to their organization, Wag Theory designs limited edition PAW Team products where proceeds support their cause. 

Learn More about PAW Team