Angela Medlin, an accomplished apparel designer with a rich background from major brands, established House Dogge with a vision to redefine pet product aesthetics and sustainability. Driven by her profound love for dogs and her commitment to environmental consciousness, Medlin set out to challenge the perception that eco-friendly products must be bland. Her brand offers a range of innovative items, including customizable hoodies, biodegradable collars, leashes, and non-toxic toys, all designed with both canine and human comfort in mind. House Dogge's dedication to quality, affordability, and a minimalist design philosophy, coupled with its notable recognition on Oprah's Favorite Things list, has solidified its position as a leader in the sustainable pet industry.
The inception of House Dogge was deeply personal for Angela Medlin. Having spent over three decades in apparel design, working with renowned global brands such as Nike, Adidas, The North Face, and Levi Strauss, Medlin possessed a unique blend of design expertise and a fervent passion for the welfare of dogs. Her late Olde English Bulldogge, Wubbi, served as a profound muse, inspiring her to observe and understand the essential needs of pets within a home environment. This personal connection fueled her desire to create products that not only met these needs but also reflected her design principles of minimalism, comfort, and sustainability. The passing of Wubbi further solidified Medlin's resolve to launch House Dogge, transforming her grief into a meaningful venture dedicated to enhancing the lives of pets and their owners.
Medlin's extensive design career significantly shaped House Dogge's distinctive aesthetic. Her foundational training emphasized maximizing value with minimal resources and expressing ideas with the least amount of information, which naturally led to her minimalist approach. This philosophy permeates House Dogge's product line, ensuring that items are both stylish and functional without unnecessary embellishments. Beyond aesthetics, Medlin places a strong emphasis on product impact, carefully considering how each item affects the dog, the home environment, and humans. This holistic view is particularly evident in her commitment to using non-toxic and safe materials, a decision influenced by her personal experience with dogs who suffered from cancer. She strives to prevent her products from contributing to health issues, ensuring they are beneficial for all involved.
Sustainability is a core pillar of House Dogge's mission. Medlin aims for 100% sustainability by 2025, with at least 80% of current offerings being natural, replenishable, or eco-conscious. She acknowledges the challenges faced by small start-up brands in achieving full sustainability due to cost and minimum order quantity requirements for alternative materials. Nevertheless, Medlin actively seeks out recycled and upcycled materials to reduce waste and give new life to existing products. She also prioritizes natural, non-toxic resources, consciously avoiding harmful substances like PVC and BPA. This commitment extends to the production process, where Medlin, despite running the operation solo, leverages her vast experience to navigate the complexities of sourcing sustainable materials and working with manufacturers willing to accommodate small-batch production, ensuring that environmental responsibility remains paramount.
The popularity of House Dogge's customizable hoodies, a signature product, stems from Medlin's personal affinity for the garment. Viewing hoodies as a symbol of comfort and warmth, akin to a "hug," she sought to extend this feeling to the pet industry. Her decision to create matching hoodies for both dogs and humans resonated deeply with customers, especially during the pandemic, when comfort became a paramount need. This innovative approach not only offered a unique product but also fostered a sense of connection between pets and their owners. The brand's breakthrough moment arrived when these hoodies were featured on Oprah's Favorite Things list. This recognition was a significant validation for Medlin, who had long been inspired by Oprah's philosophy of authenticity. The appearance led to an astonishing 3,000% increase in sales, propelling House Dogge onto the global stage.
Beyond commercial success, House Dogge maintains a strong philanthropic commitment. A portion of every purchase is dedicated to supporting dog rescue organizations. Medlin regularly contributes to the Northwest Dog Project, an organization that rescues and rehabilitates senior, neglected, or abused dogs, ultimately finding them loving homes. Additionally, she supports The Pongo Fund, a local initiative focused on ensuring that all dog owners have the resources to care for their pets, including providing food through a community food bank. Looking ahead, Medlin plans to expand House Dogge's product line to address the needs of dogs and people in every room of the house, focusing on the growing trend of pets being integral family members. While her entrepreneurial journey is demanding, she also harbors plans to adopt another dog when the time is right, demonstrating her enduring love and dedication to canines.