What do you get when you combine a pet boutique, an outdoor store, a health food market, a toy emporium and a travel agency?
Wild & Ruff, a store for all things dogs, with a corner devoted to kitties.
At this Downtown Truckee store, do not be surprised to see dogs trying on harnesses and hiking booties, testing out comfy beds, being fitted for a collar or picking out a new favorite toy. From hiking to water sports, Wild & Ruff will likely be able to equip your four-legged pal with what they need to join you for your next outdoor adventure!
"We love being an adventure-based store for dogs,” says owner Jamie Vine.
Life jackets, goggles, boots, travel water bowls and trail snacks for long hikes are just some of the merchandise that is available for canine outdoor adventures at Wild & Ruff.
If you are looking for travel advice, say, which trails in the North Lake Tahoe-Truckee area are dog friendly, be it paved or dirt, or where to dine with your fur baby, Vine and her staff have the answers.
Need a pup cup after a busy shopping spree? The Wild & Ruff crew will direct you next door to Drink Coffee Do Stuff. That’s Truckee for you – community minded and supportive of one another.
The summer of 2025 marks three years since Vine opened Wild & Ruff. Now it’s like a second home for her Pomsky, Bentley, who is the concierge for all the dogs who come into the store. She leads them to the free treats and will show off her other favorite spots. Bentley graciously accepts belly rubs, and don’t be surprised if she thanks you with kisses.
Many aspects of Wild & Ruff set it apart from other retailers specializing in all things canine. One major difference is that you won’t find these outdoor-inspired designs anywhere else. That’s because Vine is the artist behind the products. She has turned 25 years of experience as a graphic artist and product designer along with her love for animals into her dream job.
“For me it’s the perfect combination of my love for animals, design and outdoor adventuring,” Vine says. “We have a leash that says Roam Wild because that’s what we do here.”
Twice a year Vine releases new designs, with this summer’s offering being the most colorful, all while maintaining the outdoor theme. Customers were clamoring for a little brighter gear, so she didn’t hesitate in delivering on their requests.
Vine is never in short supply in the creativity department, but there’s only so much new product she can introduce each year. Themes like pine trees and the lake are given, but at Wild & Ruff you can also find a collar with the Alpenglow sky filled with dog bones – an ode to what all dogs must dream about. With a nod to the Washoe Indians who first called this area home, Vine created a leash with obsidian arrowhead shapes on it and woven baskets as another creation.
“We use upgraded materials to handle the four seasons we have in Tahoe,” Vine explains. “The nylon webbing is fast drying and doesn’t collect smells. We have fast-drying neoprene, vegan leather and lightweight durable metal hardware.”
To keep Bentley and all the other local and visiting dogs healthy, Vine has created what she calls the first ever trail mix for dogs. She’s working on a trademark for it. T he 3-ounce bags of freeze-dried dog food are made at the Truckee store. The mix includes chicken hearts, beef liver, blueberries and apples.
The ingredients come from human-grade high-end sources, Vine says, and you can add water or serve it dry as a treat. She ships about 100 bags a week all over the country, and of course the trail mix is available in the store as well.
Even though Vine has only been in town a handful of years, she and her store are an integral part of the Truckee community. She is involved in nearly every animal-related fund raiser that takes place, such as for the humane society or the avalanche dogs – either having a booth, donating to the silent auction or helping in some other manner.
In the end, it’s the customers – two- and four legged – who keep Vine coming to work every day and wanting to develop new merchandise.
“I’ve helped dogs with dietary issues and dogs with anxiety issues,” she says. “I’ve helped them swim farther with a life jacket and ward off bears with bells on their collars.”
Vine would love to grow Wild & Ruff by adding locations around Lake Tahoe and even in dog-friendly Santa Cruz. She envisions owning a handful of stores, maybe even delving into franchising.
For now you can find her in Truckee, and for those who can’t make it to Truckee regularly, Wild & Ruff goods are also available online.
(530) 536-8970
wildandruff.com
10115 Donner Pass Road, Suite B
Truckee, CA
About the Author Kathryn Reed
Kathryn Reed is an award-winning journalist who has been visiting or living at Lake Tahoe since she was a child. She loves the outdoors – whether it's hiking, biking, snowshoeing, skiing or playing tennis. She is the author of Sleeping with Strangers: An Airbnb Host's Life in Lake Tahoe and Mexico; The Dirt Around Lake Tahoe: Must-Do Scenic Hikes; Snowshoeing Around Lake Tahoe: Must-Do Scenic Treks; and Lake Tahoe Trails for All Seasons: Must-Do Hiking and Snowshoe Treks.
