Welcome to Wag TheoryTM.

We make stylish yet functional dog products for urban pups.
And we think dogs make our lives delightful.

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.
We believe in the joy of everyday adventure.
We believe that life moves fast, but moments should be savored.
In our business, we stand for smart design and quality.
We believe actions always speak louder than words. 
We strive to learn and grow every day.
All with our dogs by our side.

Wag more. Be happy. Wag Theory.

Shop Dog Products > 

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. 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.  

I couldn't do any of this without my husband and number one supporter, Alok. Together we live in Portland, OR with our two adorable labradoodles, Chewy and Solo. We love travel, craft beer, and snuggling with our "boys". We love urban treks and outdoor adventures, and aim to get outside every day rain or shine.

Our Process

Research & Development

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 the many factors such as sourcing, cost and overall feasibility. Safety and performance are always top of mind as we explore new product options.

Design & Test

Most design work is first sketched by hand and then prototyped. We do extensive testing (with a variety of dogs and owners), especially if the product requires multiple sizes. We gather as much feedback as possible and continue tweaking until the function and performance meets our rigorous standard.

 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. Wag Theory strongly believes that every person deserves to be compensated with a fair wage, and as the company grows it is our commitment to never outsource manufacturing to a facility that does not adhere to fair working standards.

Our Sustainability Practices >
Sourcing >

The Journey

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.

Giving Back

(Note: this is aspirational copy - hoping to connect with them soon on my idea/plan!)

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.

 Learn About PAW Team > 
In addition to volunteering on PAW Team initiatives and donating overstock and gently used or damaged product to their organization, Wag Theory has designed a special PAW Team bandana where 100% of profit from this product purchase supports their cause. 

Shop Wag Theory PAW Team Bandana >

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