The concept of Wag Theory originated in 2019 when founder and designer, Jenny Ostoj, set out to create a stylish yet functional dog rain jacket that matched the esthetic and durability urban dog owners like herself were looking for.
Performance and craftsmanship are extremely important when designing dog gear, and she puts extensive thought into the materials and techniques used to create lasting products. She is drawn to waxed canvas because of its natural water repellency and durability while looking distinct and more similar to a wardrobe she’d choose for herself than what she could find in the dog wear aisle of the local pet store.
But the heart of Wag Theory is much deeper than even just the style, quality, and craftsmanship that goes into making great products. Jenny sees her company helping bridge the functional needs of a dog and the emotional connection that the humans gain from spending time with their four-legged family member.
Jenny says, “The products I create are aimed at making it easier or more delightful to get outside with your pup, rain or shine. Whether that be for a hike or just a walk in the neighborhood, fostering that connection with your dog will lift your mood and make you feel better. And that’s really what Wag Theory is all about.”
Wag Theory also believes that businesses have a unique opportunity to give back to the communities they serve. They believe that all humans deserve the companionship and support that dogs provide, regardless of economic status. This is why they are proud to donate time, product, and proceeds to Portland Animal Welfare (PAW) Team’s mission of providing free veterinary care to the pets of people who are homeless or living in extreme poverty.
At Wag Theory, we want our goods to hold up to daily adventures, so performance and safety are top of mind from the very beginning.
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 solve the problem in the most efficient and effective way possible.
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.
Thoughtfully made and beautiful dog coat! Not too heavy and fits well too - a true necessity for walks in the NW. -- Karen O
“I’m pretty sure this jacket is more well-made than most of mine! And it looks SO GOOD on my dog. It’s super well-made, stylish, and easy to put on.” -- Nancy T.
The quality of the finishes, the material and craftsmanship is top notch. I love them and really they fix the problem with my low dogs. Their chests get really wet on walks in the rain (which I live in Portland and its rains a lot) and so this covers that so they are not soaking. They have the cutest detachable hood, lined with flannel. Gorgeous! -- Lead D.
I’m so happy with this dog coat! Not only is it really appealing to look at, but it has been designed with function in mind! I love that I can clip my leash to her harness in front or back and that it fits my dog and doesn’t slide around. -- Laura G.
Print and web resolution images are available for download HERE.
8/18/2020: Jo Rose Design rebrands as Wag Theory and launches custom-made dog jacket
If you have questions or need any additional information, please email Jenny at
jenny @ wagtheory.com or call 503-568-1614.