How we began
Our story
Since the beginning, Equestrian Stockholm has been about more than products. It’s about the world around the horse — the people, the culture, and the rituals that make equestrian life unique.
Today, Equestrian Stockholm is a global community of horse lovers who share a passion for the sport and its lifestyle. Founded on the vision of combining performance and design in a modern, unmistakably equestrian way, we continue to create collections and build a brand shaped by our community. Because in the end, it’s the people and their connection to horses that define Equestrian Stockholm.
Johanna von Sydow, CEO
The beginning of something new
In a world where tradition often lingers longer than innovation, Equestrian Stockholm emergedbas a quiet disruptor. Not by rejecting heritage, but by reframing it. Founded by Johanna von Sydow, the brand was born from a precise observation. Something was missing. The equestrian space, rich in legacy and discipline, had yet to fully embrace a visual and emotional language that matched the ambition of its riders.
From its inception, Johanna von Sydow set out to redefine what performance wear could communicate. Technical excellence was never negotiable, but neither was self-expression. The result is a design philosophy where fearless color, refined silhouettes, and advanced functionality coexist seamlessly. Through close collaboration with elite riders, Olympians, and professionals at the highest level, Equestrian Stockholm refines its balance between innovation and practicality. These partnerships ensure that every detail, from fabric selection to fit, responds to real demands without compromising aesthetic integrity. What defines Equestrian Stockholm today is not only its products, but its point of view. It understands that equestrian sport is as much about feeling as it is about form. The quiet moments before entering the arena, the rhythm between horse and rider, the discipline behind every movement. By elevating these experiences through design, the brand transforms everyday routines into something more considered, more expressive, and ultimately more memorable.
In this space between tradition and transformation, Equestrian Stockholm continues to move forward. Not loudly, but with clarity. A brand that does not simply follow the evolution of the sport, but actively shapes it, one collection at a time.
My mission was always to create a brand that would be something unique, offering riders and horses alike something truly extraordinary.
CEO, Equestrian Stockholm
Made to Matter
For Equestrian Stockholm, equestrian fashion has always been about more than elegant design and technical performance. At its heart lies a deeper ambition to contribute to something meaningful beyond the arena.
From the beginning, Equestrian Stockholm has been guided by a belief that success should create positive change and that a strong community can become a force for good. This philosophy is brought to life through a range of initiatives that focus on supporting women, staying connected to nature, and contributing to charitable foundations. Through these efforts, Equestrian Stockholm connects its passion for equestrian sport with broader social impact.
RIDE FOR WOMEN
Our mission is to empower women’s self-confidence and strengthen their opportunities to succeed, making every woman feel that nothing is impossible through the initiative #RideForWomen.
RIDE FOR NATURE
The hashtag #Ridefornature symbolizes one of our missions and is based on the notion that horses and nature go hand in hand. Our collections and our values are based on our passion for horses and the beautiful colors, shapes and phenomena found in nature.
RIDE AGAINST CANCER
Each year, a staggering number of nearly 20 million people worldwide are affected by cancer, with breast cancer being the most prevalent form. Equestrian Stockholm has had a collaboration with Ride Against Cancer since the start, and for us it’s a given to support their incredible efforts.