Beta on the Beginnings of an Equestrian Brand

Starting an Equestrian Brand

Why I Did It, and What I Learned

Guest article written by Holly Habeck of Thiandro Equestrian

For over 20 years, the equestrian world has been a cornerstone of my life. From participating in a variety of disciplines to owning horses, riding has always been more than just a hobby—it’s a way of life. Yet in the spring of 2023, I found myself dusting off my saddle after nearly a year away.

This hiatus wasn’t planned. An unexpected surgery followed by a surprise pregnancy kept me out of the saddle longer than anticipated.

Once I was cleared to ride again, I couldn’t wait to return. But when it came time to update my riding wardrobe, I was far less enthusiastic.

Shopping for new breeches and riding shirts quickly became frustrating. I was either balking at triple-digit price tags for clothing that I knew would inevitably end up covered in slobber or rummaging through clearance sections filled with patterns and colors that had clearly missed the mark.

That time away from the industry gave me perspective on just how frustrating the equestrian apparel market can be.

I started to notice what I jokingly called the “equestrian tax”—a steep markup on apparel that, while marketed to riders, often resembled standard athleticwear at two or three times the price.

I also noticed a lack of brands pushing the boundaries of functionality and design. Bold colors and fun patterns, readily available in mainstream athleticwear, were strangely elusive in equestrian fashion. While I appreciate traditional styles, I believe there’s room for evolution.

This realization sparked a question that changed everything: “Can I do this better?”

Taking the Leap

Once that question took hold, there was no turning back. Before long, I was spending late nights researching manufacturers, sketching designs, and filing for an LLC to officially launch Thiandro Equestrian—named after my late heart horse, Thiandro (lovingly known in the barn as Ted).

But as anyone who’s started a business knows, the reality is far more challenging than it appears on paper.

One of the most daunting tasks in the early stages was finding the right manufacturer.

After months of back-and-forth with manufacturers worldwide and countless samples for quality testing, I finally found a trusted partner. Even then, I hired a third-party quality control company to ensure every piece met my standards.

Another unexpected challenge was creating custom sizing. Many equestrian brands use wholesale or white-label products, which come with pre-established sizing. But because I wanted to create truly custom apparel, I worked extensively with a technical designer and factory teams to develop sizing that would accommodate riders of all shapes and sizes.

Inclusivity was a non-negotiable aspect of the brand from the beginning.

We now offer sizes ranging from XS to 3XL, ensuring that more riders can enjoy our apparel. To get it exactly right, I enlisted real riders to test the pieces and provide feedback until we perfected the fit.

Through all of this, I was navigating life as a new mom. My brand quickly became a second “baby,” demanding just as much attention and care as my little one.

A Purpose-Driven Brand

From the outset, I wanted Thiandro Equestrian to reflect values that matter to me, starting with sustainability. It wasn’t easy to find a manufacturer capable of sourcing recycled fabric blends, but I knew this was a commitment I couldn’t compromise on.

While many equestrian brands succeed without focusing on sustainability, I wanted to create something I could feel good about at the end of the day.

In addition to eco-conscious materials, we incorporated practical features like UPF 50 protection, zipper pockets large enough for cell phones, and a realistic price point that makes high-quality riding gear accessible. You can explore our riding shirts and riding pants to see the designs I dreamed of bringing to life.

After rigorous testing—riding in the apparel for months on end to ensure comfort, durability, and performance—we placed our first bulk order. In November 2024, nearly a year and a half after the idea first struck, Thiandro Equestrian officially launched.

Lessons Learned

Although our brand is still in its early stages, I’ve already learned so much along the way. The product development process was a steep learning curve, but one thing became clear: you can’t gain confidence without doing the work.

There’s no shortcut to building a brand, but there are resources to help.

I’m especially grateful for the ease of finding talented freelancers and contractors online, who filled in the gaps in areas where I lacked expertise.

Surprisingly, the most significant challenge hasn’t been technical—it’s been mental.

The hardest part of starting any business is believing in yourself. So many people have brilliant ideas but never take the leap because of self-doubt. The logistical hurdles can almost always be solved, but overcoming the fear of failure is the real battle.

Another valuable lesson I’ve learned is patience. Starting a business takes time, and results don’t happen overnight. It’s easy to fall into the comparison trap, but I’ve realized that comparing my journey to others only slows my progress.

Closing Thoughts

Would I do it all over again? Absolutely.

Building Thiandro Equestrian has been one of the most rewarding experiences of my life. Beyond the satisfaction of creating apparel I believe in, this journey has connected me with so many incredible equestrians—from influencers I’ve collaborated with to riders I’ve met at horse shows.

In the United States, where riders are more geographically dispersed than in other parts of the world, it can feel challenging to connect with fellow equestrians. Starting this brand has reminded me of the shared passion that unites us, regardless of discipline or location.

I hope this post sheds some light on what goes into starting an equestrian brand and why it’s been so worthwhile for me. If you’re considering launching your own business—equestrian-related or otherwise—I wish you the best of luck.

Explore our collection of thoughtfully designed riding apparel at Thiandro Equestrian.

P.S. Enjoy this article? Trot on over to:

• Seven Best Horseback Riding Vacations for Singles
• Holiday Hoofbeats & Riding Solo in South Africa
• Small Business Spotlight: The Positive Equestrian
• Finding Fitness Out of the Saddle
• Letter to my Rookie Self: Jamie Graham