All size mediums are not created equal, especially in the animal kingdom, but veteran fashion industry executive Michelle Visser, founder of Burt’s Bees Baby and founder and CEO of Honest Baby Clothing, had a solution for dressing her pet—she created her own brand that catered to all nuances of fitting canine silhouettes.

A stalwart in sustainability, Visser’s brand Pet Passion, which specializes in organic lifestyle collections of environmentally friendly pet products, officially launched on Monday on petpassion.com and Amazon.com.

“I love lifestyle brand building, so I study the market to see that there’s an opportunity, not for so much as a product, but as a full set of products—and every time I looked into any category, there was a need for better, higher quality, more consistency and better consistency with fit,” Visser told WWD.

“So, I did go back to kind of what I did with baby, and I wanted to make sure, before jumping into this, that I could do lifestyle, that there was an interest for raincoats, reversible down outerwear invests, sweaters, collars, leashes, harnesses—everything that kind of works together, and there was, but it was remarkable to find how segmented it was,” she added. “I created standards for sizing, and I think it’s amazing to have a medium harness fit the same dog as the medium T-shirt, as the medium coat, as the medium collar.”

Visser’s experience in babywear parallels similar challenges in pet apparel.

“You have to be able to create a pattern that fits kids for the ages and stages of their lives, not just their age and size, and I realized with pets it’s the same thing, where there’s so many different breeds,” she said. “I can’t even believe they’re all called dogs sometimes. I look at the size grade that we needed to have for these, and you have really long dogs who happen to have really short legs, and they can’t have the same length draw cord on my velour hoodie because they’ll trip.”

With Pet Passion, she aims to blend affordability with elevated design and eco-consciousness for pet owners. The brand introduced GOTS-certified organic items free from synthetic pesticides. With an initial 350 SKUs, including collars, leashes, clothing, toys and harnesses, the collection balances functionality and sustainability. Visser said the range will expand to over 700 SKUs by 2026, with pricing spanning from $12 to $400, mostly an under $50 range.