Our Blog
This summer, Wolf London proudly stepped into the heart of British equestrian culture, showcasing our signature style at two of the season's most prestigious events: The 'Cowdray Polo Gold Cup' and the 'Agria Royal International Horse Show' at the Hickstead show ground. From the refined energy of the polo fields to the grandeur of the show rings, we were thrilled to meet new customers, reconnect with loyal supporters, and see our timeless pieces embraced by riders, spectators, and style aficionados alike.
Celebrating Champions & Craftsmanship
At Cowdray, the 2025 Gold Cup was claimed by La Dolfina/Scone, whose precision and power in the ring echoed the elegance and discipline we admire in the sport, with a final score of 9-8 against Kazak. Meanwhile, Hickstead crowned Robert Whitaker as the winner of the King George V Gold Cup, a triumph that added yet another accolade to the 'Whitaker' name. These victories weren't just sporting milestones — they reflected the relentless determination and graft the competitors demonstrate to reach this advanced level.
Inside Hickstead: A World of Equestrian Excellence
The 'Royal International Horse Show' is a six-day celebration of equestrian sport, held at the iconic All England Jumping Course in West Sussex. Visitors are treated to world-class show jumping, including the Queen Elizabeth II Cup and Nations Cup, alongside showing classes, dressage and carriage driving. From the elegance of miniature horses to the drama of the Eventers' Challenge, Hickstead is the epitome of tradition, competition, and style, making it the perfect setting for Wolf London's refined aesthetic.
Polo & Timeless Style: A Natural Fit
Polo, with its roots in ancient Persia and its evolution into a sport of kings, embodies a legacy of grace, power, and prestige. Its heritage aligns seamlessly with Wolf London's design philosophy, where 'Classic, Signature and Timeless' pieces meet the epitome of luxury British style. We hand select and meticulously test all our materials to create pieces that feel both storied and modern, continuing to honour tradition while embracing contemporary elegance.
Work Ethos: Stand Design
When you start a brand, no one prepares you for the amount of work you have to put in, as rewarding as it may be. We have come a long way from just two pieces back in January 2024 to our very first stand at Beaufort Festival of Polo in June just 6 months later with our first 5 products on display. Fast forward to Cowdray Polo where we had 45 products on display, and a staggering 49 by the time we exhibited at Hickstead. This year saw us really elevate how we display our products and decorate the stand with new wooden boards, vintage trunks and country carpets.
What most people don't see is the effort that goes into unloading the lorry and carrying the wooden boards, carpets, products and tables out to create this look, often by yourself when you start a brand. But it makes everything worth it when we hear your love for the brand and see you leaving the stand with your Wolf London shopping bags. If starting this company has taught me anything, it's never give up and never settle for less than the best. I have loved every moment of this journey and cannot wait to tackle the exciting years ahead.
Regards, Andre Gardiner, Founder Wolf London.
A significant moment for any clothing brand as Wolf London attended Badminton International Horse Trials for the very first time in collaboration with the 'TreeHouse Sporting Colours' stand. During the event, we launched our latest collection of Cable Knits and brand new Tees, and met with Tom Rowland and Tom Bird Eventing. This annual event, known for its challenging cross-country and competitive spirit, was the ideal backdrop for showcasing our new summer styles.
We were incredibly proud to be supporters of Tom Rowland and Tom Bird, who were a pleasure to watch bounding round the rolling hills of Badminton Estate. We were thrilled to witness Tom Rowland finishing in an impressive 12th place, while Tom Bird completed his first ever Badminton and achieved a remarkable clear cross country round. We also had the pleasure of meeting so many new customers and reconnecting with old ones, and it was fantastic to see so many riders wearing our White Rowland Competition Breeches across the dressage, show jumping and cross country phases.
Latest Arrivals: Stylish Clothing for Summer at Badminton
As excitement filled the air, our new Cable Knits and Tees captured attention, designed with the active horse rider in mind but also to fit everyday lifestyle. We also introduced our ladies' riding tights in classic white and navy colourways, offering a four-way stretch for freedom of movement, along with brand new ladies' base layers of incredible quality. One standout piece was our mint green quarter zip, which turned heads on cross-country day — we swapped the metal toggle for a brown toggle, adding a different take to our beloved Minchinhampton Quarter Zip.
Meeting Riders and Shoppers at Badminton Horse Trials
Badminton is special for our founder, Andre Gardiner. After attending for the last 20 years to shop and watch the incredible talent of riders, being there as a vendor offered a unique perspective. We had the chance to chat with Tom Rowland and Tom Bird about more than just our brand — both shared valuable insights into their preparation for such a demanding competition, emphasising the importance of a tailored training regimen and mental readiness.
Exclusive Insights from Tom Rowland and Tom Bird
In our discussions, we learned about our ambassadors' favourite products. Tom Rowland praised the comfort and durability of our riding breeches, and how good the fit and flexibility is. Tom Bird picked our grey Alpha Breeches as his favourite item, and shared how he really wanted to work with the brand given the gap in men's riding clothing.
A Memorable Experience at Badminton
Being at Badminton this year was not just about launching over 25 new products; it was a celebration of community. Equestrian enthusiasts gathered from everywhere, creating a familial atmosphere. Watching riders tackle the challenging course highlighted the immense dedication required in equestrian sports, reflecting the commitment we put into our clothing line.
Looking Ahead: What's Next for Wolf London Clothing?
Reflecting on our experience at Badminton, we eagerly anticipate next year's event. Our presence at the Badminton Horse Trials is solidified, and we can't wait to return with even more innovative styles, including our new women's riding breeches. We invite you to explore our new summer collection and join us in celebrating the spirit of Badminton — a tribute to equestrian sports, style, and community.
We have all been there — the morning of a competition that you and your horse have been working tirelessly towards, and the excitement soon shifts to nerves, anxiety and negative thoughts. Everybody handles these emotions differently, and over time you develop your own strategies to put these feelings on the backburner and crack on with the job in hand. Here at Wolf London, we have compiled some tips and tricks we have used to help combat those pre-competition jitters.
Plan Ahead
Allow yourself plenty of time on the day of the event by getting organised the day before. Make sure your tack is cleaned, organised and in your lorry or car ready to go. Have your route to the event established and leave in plenty of time to walk the course. If you are riding a dressage test, make sure you're happy with it and any questions are answered by your trainer — no question is a stupid question. If you can, plait up the night before, as this can be a huge inconvenience under pressure. These preparations will result in a massive reduction in stress and anxiety on the day, letting you focus on yourself and your horse's performance.
Know Your Gear
Trusting the equipment you use on the day has a significant impact on your outlook and is one less thing to worry about. Don't change your bit or make dramatic changes to your tack, clothes or boots on the day of the event — make sure you've ridden in your competition kit at least a couple of times beforehand. As Tom Rowland, one of our brand ambassadors, told us: 'I could never wear new breeches before an event, I need to know the product and how it feels before I wear them at an event.'
Be Optimistic
You and your horse have worked too hard in training to be let down by negative thoughts and the 'what ifs'. Replace them with 'we can do this', 'let's have fun', 'we are going to smash this'. The bond between horse and rider is a force to be reckoned with — you have a partnership facing the challenges with you, so embrace it.
Look After Yourself
Just as you make sure your horse has everything it needs the night before, make sure you do the same for yourself. Have a relaxed evening, eat well and get a good 8 hours of sleep so you feel refreshed and ready to seize the day. A lack of sleep leads to a poor attention span and reduced ability in learning and processing — integral when walking a course and staying sharp in the ring.
You're Nervous, That's Okay
Regardless of tips and strategies, it's inevitable that at any level you'll experience some nervous jitters. Whether you're competing at your local ODE or a 5* BE event, you won't be the only rider in the warm-up feeling these emotions. Recognise that you're nervous, think 'that is okay', and shift your focus to the job in hand.
Breathe
Shortness of breath is a common symptom of anxiety, part of the body's natural fight-or-flight response. When you're beginning your show jumping course, focus on your breathing and zone into the arena music — this will naturally regulate your breathing and help shift your focus from your nerves so you can concentrate on getting a clear round.
Overall, nerves can be your biggest challenge on the day of an event, but they're normal for athletes at all levels. You and your horse are talented — you wouldn't have entered the event if you and your trainer didn't think you were ready, so go out there and do it.
Wolf London aims to be the catalyst for positive change within the equestrian industry, promoting inclusivity and accessible clothing for men in the sport, including our Men's Signature Alpha Breeches and our Signature unisex hoodie available to both men and women.
Regards, Wolf London
We would now like to officially introduce Tom Rowland as our sponsored brand ambassador! We wanted to pick someone close to our home and hearts, whose journey we had been following for a while, someone that would work with Wolf London and grow with us, knowing the struggles of obtaining quality products tailored to men in the equestrian industry.
We picked Tom not only because he is an incredible athlete, but also an inspirational role model and coach to so many, who encompasses and shares the values Wolf London is proud to uphold. Tom has ridden at 5 star events ten times now, three of which were at the famous Badminton Horse Trials. He aims to ride at Badminton on Dreamliner after qualifying at Blenheim Palace in 5th place, alongside KND Steel Pulse, whom Tom has had for almost nine years, and Quintilius, who is aiming for the German 5* Luhmühlen in June.
Tom Rowland: "Like Wolf London founder Andre Gardiner, I grew up in the Minchinhampton area of Gloucestershire. Local events such as Badminton and Gatcombe inspired me when I was young; to now be competing at these events as a regular face on the international 5* eventing circuit is a dream come true. The next step in my career is to push towards Team GB selection and world class results at the top end of 5* leaderboards. There has long been a gap in the market for quality, affordable, accessible men's equestrian clothing. Thank you, Wolf, for recognising and addressing this. Their products are comfortable, breathable and well fitted — essential when in the saddle."
Here at Wolf London, we are extremely proud to support Tom in his future career, supplying him with quality products to elevate his performance while riding and supporting him on his journey as we grow as a brand.
The Rationale Behind Our Debut Products
It was important for us at the very start of our venture to begin our product catalogue with garments that are genuinely useful and solve a problem. The products we have produced are the result of in-depth market research, our own experience and age-old requirements that the rider seeks. This is why we have created the Men's riding breeches and our signature unisex hoodie, priced realistically but reflecting the quality and longevity the products will offer.
The Men's Alpha Winter Riding Breeches
This was a simple need within the equestrian industry that was just not being fulfilled — you could not find a pair of men's breeches that meet the comfort, style, fit and aesthetic that most men require. That is why we invested in ensuring our breeches are warm using a fleece-lined leg and water-resistant coating, essential for the unpredictable British weather.
Durability was equally important — you cannot afford to be wearing tight and rigid leg wear when riding, especially when jumping fences or out on cross country, as restricted movement affects the rider's performance. This is why we created our breeches with 4-way elasticated stretch and Wolf patented silicone knee grip patches to allow better security within the saddle.
The Unisex Signature Hoodie
We had a clear vision for what the hoodie needed to meet — usable across all seasons, stylish but functional. This is why we created it with a weight of 460gsm, a soft inner lining, true body fit and elasticated cuffs, keeping you warm during chilly mornings and adding an extra layer during bitter winter mornings. We started with a dark navy base colour, tying in with our brand theme while being less likely to show dirt or grime from the yard.
Moving into 2024 and Beyond
We have an exciting year planned with new product launches. We are always open to constructive criticism and suggestions — if you would like to share any thoughts, our inbox info@wolflondon.com is the place to send them through!
Regards, Andre - Founder