A pioneering men’s equestrian brand from Stroud secures £20,000 to expand its reach.
- Founded by Andre Gardiner, Wolf London aims to close the gap in men’s equestrian wear.
- Andre’s 15-year vision was realised with support from the British Business Bank.
- He plans further product development and hopes to manufacture in the UK.
- His ultimate goal is a mobile horse box to increase event presence.
In a notable stride for men’s equestrian fashion, Stroud-based Wolf London has successfully secured £20,000 in funding. Founded in 2022 by Andre Gardiner, a competitive eventer and show jumper, the brand seeks to address the longstanding gap in the market for affordable men’s equestrian clothing. Gardiner’s journey into the world of equestrian sports began at the tender age of three, introduced by his mother, an experience that later influenced his entrepreneurial ambitions.
Gardiner identified a clear disparity in the equestrian sector, where men’s products were scarce and often overlooked, lacking the investment seen in women’s equestrian attire. He commented on the traditional nature of existing options, noting, “[It] had quite traditional types of clothing and hadn’t received the same level of investment as the female sector. At most events and competitions, there were rarely men’s products on display at all.”
His determination to innovate within this niche led to the formation of Wolf London, which blends contemporary designer fashion with equestrian wear, targeting modern men. Gardiner’s initiative received a boost through a Start Up Loan provided by the British Business Bank, facilitated by X-Forces Enterprise, aligned with Gardiner’s personal history of having a parent in the military. He effectively utilised the funds to create initial stock, establish a storeroom, and develop branding elements such as signature shipping boxes.
Operating Wolf London alongside his role as a project manager, Gardiner leverages his spare time to expand the brand’s footprint across the UK. He actively participates in events and competitions, such as the Blenheim Palace International Horse Trials, to showcase his products. This year, his focus is on launching two new summer items. His vision includes acquiring a horse box to enhance mobility and market presence, as well as shifting production to within the UK to bolster local economies.
Andre Gardiner’s Wolf London is set to transform the men’s equestrian clothing market with innovative products and strategic growth plans.
