Many of us consider our pets as members of the family. But while baby products tend to get careful attention to labels, materials and how they’re made, dog products don’t usually receive the same scrutiny — even when the toy in question is about to spend the entire day in a dog’s mouth.
Pet Passion was built with hope to bring that same attention to the pet category.
Founded in Westport, Connecticut by designer Michelle Visser, the brand applies a design philosophy inspired by babies’ and children’s products to the things dogs wear, chew, sleep on and drag through the mud.
Its collection includes GOTS-certified apparel and toys made with certified organic cotton, alongside collars, leashes and harnesses, outerwear, bedding, gifts and accessories. The wider assortment also uses materials including recycled and upcycled materials and vegan leather.
Pet Passion sums up its approach in five words:
Sometimes Muddy. Always Clean.™
Dogs are going to run, roll, tug, and get filthy — that’s non-negotiable, and Pet Passion isn’t trying to change it. What the brand is trying to change is what happens before play time: what a product is made from, how it was produced, and what “organic” on a hangtag actually means.
That’s where GOTS comes in. Pet Passion’s organic toy collection, for instance, pairs GOTS-certified textiles made with certified organic cotton with coconut-fiber filling and squeakers made from recycled plastic bottles — the kind of detail that’s easy to skip and hard to notice unless a brand is actually looking for it. Some of the packaging is printed on recycled paper and produced in a solar-powered facility, extending that same scrutiny past the product itself.
“Organic was never meant to be a marketing word.” For Visser, that line is central to the brand:
“I came to the pet category believing our animals deserved the same level of thought we bring to the products we choose for the rest of our family. For us, organic was never meant to be a marketing word. It needed to represent a real standard behind the products we create. GOTS helps us carry that philosophy from design through the textile supply chain, giving both our team and our customers something meaningful to stand behind.” — Michelle Visser, Founder & CEO, Pet Passion
Pet Passion received its GOTS certification in 2026. For the brand, certification provides defined requirements covering areas including approved chemical inputs and environmental, human rights and social criteria within textile processing. Certification is carried out independently by accredited third-party Certification Bodies.
That commitment to certified textiles is also showing up in Pet Passion’s assortment.
GOTS-certified products currently make up approximately 24.7% of Pet Passion’s available assortment, according to the brand. Pet Passion recorded 249,671 GOTS Units over the past 14 months, including 32,741 in August 2026. Sales of the GOTS-certified Toby II increased 369% year over year, while the organic toy collection has also received media attention, including a recent feature in Oprah Daily — alongside coverage in People, WWD, and beyond.
For Pet Passion, certification also creates an opportunity to explain what sits behind the label. The brand has developed content helping pet parents ask questions about the dog products that enter their home.
Looking ahead, Pet Passion plans to expand the presence of GOTS-certified products across its collection and continue sharing information about the materials and certification requirements behind them.
Because they believe these are the details worth digging into.
