Our journey toward sustainability continues to evolve—and accelerate. From expanding the use of certified, recycled materials to offsetting emissions from inbound sea freight with sustainable marine fuel, we’re taking bold, tangible steps toward a more responsible future.

There’s still ground to cover, but our direction is clear: a fully transparent supply chain, zero-waste production, and carbon-neutral logistics are all in motion. Join us as we build a future that’s better for our dogs, our people, and for the planet we share.

Hurtta’s 2024–2025 journey is a testament to our commitment to circularity, durability, and a healthier planet—for pets, their people, and the path ahead. Since setting our course in late 2021 with a clear sustainability strategy and roadmap—developed in collaboration with Ethica Oy, experts in circular business design—we’ve made meaningful progress across every part of our operation.

From switching to certified recycled materials and bluesign®-approved components to expanding material efficiency and introducing lower-impact logistics through biofuel-compensated freight, our efforts span product design, manufacturing, logistics, and customer experience. Each step moves us closer to a truly circular operating model—one that puts durability, responsibility, and transparency at the core of everything we do.

Our path toward circularity took a major step forward with our participation in Finland’s Ministry of the Environment Circular Design Programme in 2022—a pivotal moment that expanded our thinking and deepened our understanding of circular business principles. In early 2024, we joined the Sustainable Fashion Academy to further strengthen our expertise, especially around legislation and best practices shaping the future of sustainable design.

We’ve also invested over 3,500 hours into building our team’s knowledge of circular economy principles, because embedding sustainability into the core of our business starts with people.

At Hurtta, we’re not just making products. We’re designing a better future for our dogs and ourselves—one that prioritizes long product lifecycles, smart material choices, and minimal environmental impact.

Our commitment to becoming a fully circular brand by 2035 is already in motion. We’re actively developing and piloting new services and products to support that goal, including future take-back programs and an expanding portfolio of gear made from recycled and certified materials.

As these ambitious efforts take shape, one thing remains clear: at Hurtta, sustainability isn’t a feature, it’s a responsibility built into everything we do.

In 2024, we took further steps to strengthen our supply chain responsibility by prioritizing new material suppliers who demonstrate a strong commitment to ethical and sustainable practices. Our focus sharpened around verified certifications, full Tier 2 transparency, and implementation of our Code of Conduct across the board. These efforts build on a journey we began in 2022, when we initiated open dialogue with our key suppliers to align on shared sustainability and circular economy goals. Through 2023 and into 2024, these conversations grew deeper and more structured, forming the backbone of the responsible partnerships we’re cultivating today.

Our long-standing collaboration with bluesign® continues to play a key role in this journey, ensuring that Hurtta products are safe for dogs, people, and the planet, free from harmful substances and made with full traceability.

We believe that real progress requires shared values and constant communication. That’s why we continue to engage only with partners who are open to change and committed to investing in sustainable development, for the wellbeing of animals, people, and the planet we all share.

We have expanded our spare part offering and updated care and recycling instructions—direct responses to the feedback and needs we hear from our community. These improvements are about more than convenience—they support longer product lifecycles and empower pet owners to maintain and repair their gear with ease.

Customer insight continues to be one of our most valuable tools. Real-world feedback on functionality, durability, and product lifespan directly informs our design choices and sustainability decisions. Every repaired buckle, reused jacket, or shared harness contributes to reducing environmental impact.

That’s why we believe progress in sustainability isn’t something we achieve alone. It takes a committed community—one that keeps these actions in focus and these conversations alive. At Hurtta, we're dedicated to leading this dialogue and translating it into tangible change, ensuring that together, we build a more circular, more sustainable future for pets and people alike.

At Hurtta, we are well aware that nature's carrying capacity is limited and we want to be mindful of and take responsibility for the effects that our products have on the environment. We know that we are still in the early stages of our sustainability journey and there is still a lot to learn and do to reach our future goals. However, we want to challenge ourselves and the entire Hurtta family to continue this important work because only by taking active, responsible steps can we save this planet that we and our dogs love and call home.

At Hurtta, sustainability isn’t just a goal, it’s a natural extension of who we are. Our work is closely aligned with the broader sustainability strategy of our parent company, NPC Group, which is committed to the United Nations Sustainable Development Goals (SDGs). These global goals guide our everyday actions and long-term direction. Hurtta plays a leading role in driving the Group’s sustainability efforts—many of our own targets exceed Group-level ambitions. From pioneering circular design practices to pushing forward emission reduction in logistics, we’re proud to be setting the pace within our parent company.

As outdoor enthusiasts and lifelong companions to our dogs, we feel a deep responsibility to protect the greatest dog park of all—our planet. This journey is ongoing, shaped by constant learning, collaboration, and the belief that even small actions can lead to meaningful change. We invite you to be part of it. Whether it’s repairing gear, choosing sustainable options, or simply spreading the word, every step matters. Together, we can build a greener, more responsible future—for ourselves, for our furry friends, and for the wild places we all love to explore.

Here’s to our shared journey.
Hurtta – Let’s Go!