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.”