In Bellingham, the local maker Moss Bags has recently redefined their brand with the line of Hero Dogs keychains. Starting as a use of leather scraps, these dog- and cat-shaped products have become a way to support service and guide dogs through the proceeds.
“Because there are so many different breeds, I had a hard time figuring out how to represent dogs well,” says Moss Bags founder Julie Simon. “So once we stumbled upon this design, people just fell in love with them. It was really cool seeing the interaction that people would have. I was pretty blown away with such a small product having such a strong reaction by people.”
Within a year, these adorable keychains have become bestsellers for the established company.
“Moss Bags started in 2013, and it all started with proper leather bags,” says Simon. “That has been the focus from day one. We make all of them in-house and use full hides. We have so much extra leather that we started making small wallets and even earrings, bookmarks, all these other small things that we could think of, and then keychains. We’ve got a bunch of different designs, but it all started with bags.”
The Hero Dogs keychains have quickly become gifts and keepsakes that honor the animals in our lives.
Hero Dogs Products
All Hero Dogs have a basic dog design with different materials, and the Moss Bags cat keychains also count toward the donations.
“The main differences with all of them are the leathers. We have these solid, full-grain leathers,” says Simon. “We’ve got these pebbled leathers, which actually look like doodle dogs, and have been really cool because that’s such a strong breed right now. So the pebbled has a little bit more character. The solids look more like labs. And we just recently added Hero Dogs, and that has been a best seller instantly as well. So it’s just fun for people to find the right color that matches their dog. And if it doesn’t, then they’re happy to go with a teal or a red or something super random, and it just brings a smile.”
The concept for Hero Dogs emerged after a decision to reduce studio waste using scraps.
“The leather comes in full hides,” says Simon. “They are pre-colored and dyed. So that’s the one process we don’t do. We use a hydraulic press – it’s kind of like we have a stamp that then presses down and cuts the leather perfectly. From there, we cut out the extra little pieces that need to be cut out and then assemble and get them out to people.”
Supporting Service Dogs
A portion of cash proceeds from Hero Dogs supports organizations such as Guide Dogs and Cancer Bites.
“With Cancer Bites, we’ve been able to donate actual products that get to cancer survivors who are going through treatment,” says Simon. “That has been a little uplifting gift as well. So to be honest, we’re very new. This is a very beginning campaign, so I am excited to expand upon that as soon as it continues to grow. But we are in early stages, and it’s just exciting to get it going.”
The Hero Dogs items have inspired animal lovers with both their designs and donations.
“People are drawn to the product for what it is and like the product before they even find out what it does,” says Simon. “So people are already planning to purchase, and then they find out, and it’s a feel-good moment knowing that your purchase is going beyond just this one product.”
Spreading Tail-Wagging Joy
Every Hero Dogs product also represents over a decade of building a business and learning what resonates with customers.
“It feels like this beautiful evolution in the business because it’s a handmade business and it is 100% giving,” says Simon. “It’s amazing to have bags that people love and come back and buy more. Now it’s having a product where they’re not just buying something, it’s giving back with every purchase, and that makes it feel so much bigger than a simple bag company. That’s where we want to go further and just see what we can do: to see how much we can give back and how many lives can be affected positively.”
These products have inspired feedback from customers with stories about the dogs in their lives.
“They have so much heart,” says Simon. “And anyone who likes a dog and has seen these, before they even know the story behind the dogs or what they represent and stand for, they provide a smile. And there’s this feel-good moment. People have just resonated with the product first, and then the next layer is amazing. So it just puts smiles out there and adds a positive impact, which is what we’re going for here.”
You can learn more about Hero Dogs on the Moss Bags website and on their Facebook and Instagram.
