TRUE NORTH BRAND SPOTLIGHT: WOOF CONCEPT
True North DealsTHE LEASH BRAND THAT DOESN'T CUT CORNERS
Reading time: 4-5 min
Leashes With a Legacy
Woof Concept is a proudly Canadian company creating pet products that are equally as stylish and functional as they are loyal to quality.
The company was born out of frustration with mass-produced knockoffs and flimsy designs. So, the founders of Woof Concept — Andy and Tracy — set out to do things differently. Each and every collar, leash, and harness is handcrafted in Canada using premium materials, ethically sourced components, and one main goal: make kick-ass gear you can trust.
Built Different — And Proud of It
Woof Concept doesn’t just say that they’re different—they actually are. Their dedication to detail goes deep:
- Handcrafted in Canada 🇨🇦
- YKK® side-release buckles for max durability
- Heavy-duty dual-layer webbing (they pulled a pickup truck with it—yes, really)
- 3-ply thread + reinforced hardware for weather resistance
- Lifetime warranty — because they stand behind every stitch
- 5% of profits donated to animals in need 🐕
They even obsess over thread thickness and stitch tension. That’s not just craftsmanship, it’s obsession in the best way.
The Underdog Mentality
From selling out at farmer’s markets to international expansion, Woof Concept has stayed true to its humble beginnings.
Their French Bulldog, Pedro, inspired their first prototype—and although he passed in 2022, his legacy lives on in their “Underdog” mindset. Every product drop, every design tweak, every wild idea comes from a place of hustle, heart, and homegrown grit.
Where They’ve Gone So Far
- 2016: Launched at local markets & got their first retail deal
- 2017–18: Expanded across Canada
- 2019: Landed a Latin American distributor after a “do-or-die” trip to Orlando
- 2020: Broke into Asia via trade missions to South Korea and Hong Kong
- 2020: Launched Neko (cat collection) + Lab IX (apparel line)
- 2021: Won Leash Product of the Year 🏆
- 2022: Introduced the “Underdog” rebrand in honour of Pedro
Want to learn more and shop their products?
👉 Official Website
👉 Instagram
👉 Facebook
Final Thoughts
If you want gear that stands out from the rest, holds up, and supports a company with heart, Woof Concept delivers all of that. They’ve got the bark and the bite, so to speak—proudly Canadian, and built for dogs that do more than just sit and stay!
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