Pawness founder Denise Crombag, spotted a gap in the market for good quality, stylish and ethically produced dog products. Yet, these products had to meet three criteria: made with respect for people and animals, have the smallest possible impact on the environment, and look stylish. Satisfying all three turned out to be a challenge. When Denise found a product that was made sustainably, little attention was paid to aesthetics. And vice versa. And that is how Pawness was born!