About Staey
Designed for dogs. Made for life together.
Hi, I’m Noa – the founder and designer behind Staey. I started this brand in 2022 with one clear vision: to create dog gear that makes life with dogs better – not just for them, but for us too.
As a lifelong dog lover with a background in design, I grew tired of choosing between functionality and aesthetics. I wanted products that felt good, looked beautiful, and actually worked in everyday life. So I started designing my own – and Staey was born.
Today, our products are sold in more than 13 countries. But Staey is still personal. It’s still me sketching the first ideas at my kitchen table, still my dog testing prototypes on our walks, and still a small team of passionate people behind every product we launch.
Our Design Process
Every product starts with something real – a problem I’ve had, a moment I’ve noticed, a feeling I want to recreate. I still draw all our designs by hand, guided by Scandinavian design values: simplicity, functionality, and calm beauty.
From there, the process gets practical. We test, tweak, and adjust until it works just right – not only for the dog, but for the human too. Because good design isn’t about decoration. It’s about how things feel, how they last, and how they fit into real life.
How We Produce
Our products are brought to life by amazing sewing teams across the world. These aren’t just factories – they’re partners. We develop everything together, step by step, until it’s perfect.
I visit every workshop myself to ensure that working conditions meet our standards. Fairness, care, and quality are non-negotiable to me. When something carries the Staey name, it has to be right – for the planet, the people, and your dog.
What we stand for
Staey is built on a simple promise: to design for dogs and make it last. That means choosing great materials, making thoughtful choices, and pricing our products fairly.
Comfort. Quality. Fairness.
Always designed in Denmark. Always made to last.
Designed for dogs. Made for life together.
From one idea (and one dog) to 13 countries
Staey didn’t start with a big plan – it started with a problem I wanted to solve and a dog by my side.
Here’s how a few sketches turned into a brand loved by dog people across the world.
2022
Where it all began
Staey was born in 2022 – just me, my sketchbook, and my little four-legged sidekick, Alba. I had big dreams but very little clue where to start.
I packed orders from my apartment, built the first product samples with local tailors, and googled more than I care to admit.
Like every startup story, there were long nights, wrong turns, and tiny wins that felt huge. But one thing was clear: I wanted to build something better for dogs – and the people who love them.
2024
Full speed ahead
Two years in, something shifted. The Danish market really started to respond, and suddenly I wasn’t doing it all alone.
We grew into a team of eight incredible people – each with their own superpower, from marketing to logistics, sourcing to quality control.
Staey became more than a one-woman brand. It became a company with heart, drive, and the energy to dream even bigger.
2025
Going global
This was the year it all leveled up.
We launched a wave of new products – designed for real life with dogs, tested by Alba and our growing community.
And for the first time, we opened up to retail partners. Today, Staey is proudly available in 13 countries (and counting).
Still designed in Denmark. Still made with love. Just reaching a few more paws around the world.
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