If it can’t be reduced, reused, repaired, rebuilt, refurbished, refinished, resold, recycled or composted, then it should be restricted, redesigned or removed from production.
— Berkely Ecology Center

the surepaw story


Surepaw (pronounced “Sure-PAW”) is an Atlanta based designer and creator of rock climbing inspired, environmentally focused, upcycled dog leashes, collars and toys. We Kickstarted our idea in 2015 out of a passion for rock climbing, a love of dogs, and a dedication to protecting the environment.

What's in a Dog Leash?

We all know what a dog leash is and what its purpose is. If you have a leash at home, or several right now, go ahead and grab them and study it for a second...Ask yourself some questions:

  1. Does it have a story, or where did it come from before you bought it?

  2. What is it made of, and did buying it help the environment in any way?

  3. What do you gain from your leash?

Dog Gear Climbing Rope

Your answers will most likely look like this:

  1. uhhh, I don't really know. I don't really care, it probably came from China, and I bought it at a pet store.

  2. Leather, plastic, metal, and/or rope of some kind, and no it's a dog leash how can it help the environment?

  3. I don't know. I clip my dog to it and I walk my dog, maybe run sometimes. I gain knowledge of where my dog poops while using it....

here are surepaw's answers:

Does it have a story, or where did it come from before you bought it?

Atlanta Fire Squad 4 donates retired rope to Surepaw Dog Gear

Yes, it could have many stories behind it! Surepaw Dog Gear uses pre-consumer and post-consumer rope to make all its dog products. This is called Up-cycling, or converting a product (climbing rope) into something new, useful, and often beautiful (dog leashes and toys). This means it is either pre-consumer rope, that didn't quite make it to consumer shelves and is left over from the manufacturing process, or post-consumer rope that has been retired by climbers, climbing gyms, or people that have no need for their rope anymore. Yes, ropes do get retired depending on usage, but don't receive a Social Security pension unfortunately. This means every post-consumer rope has a history and could have been used to scale mountains, climb rock faces around the world, go deep into caves, and/or simply teach kids and adults how to trust themselves and how to manage their fear of heights in a climbing gym. Surepaw Dog Gear has already received ropes from Stone Summit Climbing Gym, Pigeon Mountain Industries (PMI), BlueWater Ropes, Georgia Institute of Technology, Wall Crawler Rock Club, and various individual donations from climbers here in Atlanta, GA!

What is it made of, and did buying it help the environment in any way?

Climbing Rope Leash

Surepaw Dog Gear ropes are made almost entirely of Nylon, a petroleum-based synthetic fiber that will not break down into the earth, or decompose. Climbers use Nylon ropes because they are almost twice as strong as natural fibers. Their inner and outer core design give them extra strength and protect against outdoor elements and abrasions. Dynamic climbing rope will also elongate and absorb force. For example, a climber may fall off the mountain while climbing, a common occurrence believe it or not, but the rope is designed to take falls and to stretch in order to absorb the force so the climbers body doesn't have to. To rephrase all of this in dog language... your climbing rope leash will be incredibly strong, and actually absorb part of the force your dog may put on it by lunging, or that most uncomfortable stop-n-sniff force that happens to your arm while running with your dog.

What do you gain from your leash?

Dog Gear Climbing Rope

Maybe, you just want a unique dog leash or the Tugachuk™ to help break the ice when talking to that girl or guy you've had your eye on at the dog park. Did you know climbing is a great way to meet people and pick up a date, or two....Whatever your intentions are you will have gained something through Surepaw Dog Gear. Just by owning a leash or toy you will have learned a little about climbing rope and the up-cycling process. Also, you will develop a sense of trust in your leash knowing the rope is incredibly strong, durable, and up to the test of even the most adventurous dog and owner. Saving the best for last, if you use the Ruff-Guider™ Leash it is multi-functional! If you have read through all of this without watching the video on Kickstarter, you better watch it now to see how the Ruff-Guider™ Leash works! With the Ruff-Guider™ Leash and the fully adjustable handle you and your dog can run together with it easily attached around your waist or across the shoulder. The handle also allows you to get a closer lead on your dog for full control, whenever it's needed. Also, if you're a coffee freak like me, you will want to be able to secure your dog outside while you run inside to get that portable caffeine fix.


"I will always strive to make every leash as if I were going to use it on my own dog. I think it should look and feel good. I try and color coordinate rope colors and leash parts to look cool so your dog doesn't mind walking with you."