Where the adventure all started...
Back in January 2024, a year later than planned and Wolf London launched with just two products. Our Signature Hoodie and Men's Breeches, made from organic cottons and both bold iconic designs. It was really important to Andre to have a signature style and collection for certain pieces, as growing up, he could never find a brand which offered everything he was seeking, especially in the men's riding clothing department.
Two years later in 2026, we have over 80 products and we ship to over 20 countries world wide and in Europe. This is really a dream come true moment from launching with two pieces to help men in the equestrian industry, and allowing them to feel confident whether they were in the saddle or out somewhere, to where we are today.
Whilst the brands identity remains strong to better equip men in equestrianism and uphold the finest materials to deliver quality craftsmanship, we have reimagined our purpose.
After a lot of sole searching, we are now the brand that allows you to go from yard to saddle, office to weekend, lounging to ski. One brand, many possibilities no matter where your day takes you, the Wolf Pack has you catered for. Over time, Andre realised that to deliver the quality and shopping experience everyone expect and fit his lifestyle, the brand needed to diversify in order to grow.
Back in 2025, Andre decided to launch his women's equestrian riding range. This was not only challenging to get the fit and function correct, using many of his friends to sample the breeches and test them but more so because unlike his men's range, he couldn't try them on himself. Fast forward to 2026, this is his largest growing customer base with many repeat customers. Focusing on the quality, function and fit really paid off and he can't wait to show you what he has been working on for 2027.
Find out where Wolf and London came from below 👇
Where the adventure all started... This was our 6th ever product launched back in December 2024, where we took Storm along to model.
Why Wolf?
Wolf came from Andre's interest in Wolves, and always wanting the closest thing to it, which was a Siberian Husky because of their intense eyes, looks and character. Whether it was wolves or huskies, he always found them to be very majestic and when he got his own Siberian husky, 'Storm', in December 2017, he discovered how loyal, faithful and intelligent he was.
When it came to naming his brand, he wanted something short to be rememberable, he wanted it to mean something, both in word and for the logo and he wanted whatever it might be to symbolise strength, power and intelligence to fit the reinvention of the men's equestrian line he wanted to produce. This led him to Wolf.
Short, snappy, memorable and an animal which can be shy, yet intelligent, powerful and strong which fitted the brand. Hence, Wolf was born in 2024.
Why London?
London came from Andre traveling to London every week for work, which left him a lot of time on the train and tube. During his commutes, he would spend a lot of time drawing new designers, researching and communicating with his suppliers.
He also had a fondness for the city and noticed when traveling around Asia in 2018 that a lot of British Brands that never had London in the name, had it there. When speaking to people, everyone in Asia, they all knew of London, had plans to go or had been and loved it. This made him think of all the heritage and stature that London offered, not only for British residents but its image throughout the world.
When picking the brand name, Andre felt it was only fitting that because of 7 years commuting to and from London, and how others perceived our capital city, it should be a large part of the brands image.
🎩 What
We Stand
For
- Fit meets Function: Every piece is designed to move with you — whether you're riding, walking the dogs, or heading into town.
- British Craftsmanship: Our range compromises of some UK manufacturing, and we are working with skilled artisans and factories to introduce more Timeless Pieces.
- Timeless Quality Style: Our collections are built around classic silhouettes, rich textures, and versatile layering. Each piece is designed to last season after season, wash after wash through our focus on quality and craftsmanship.
- Reviving Men’s Equestrian Wear: We’re on a mission to bring men back into the saddle with clothing that inspires confidence and comfort. Whilst men remain our focus and part of our USP, we have worked tirelessly to redefine the materials used for Ladies Breeches, as well as our men’s breeches.
🎯Mission
Wolf London was created to redefine equestrian fashion for men, a space long underserved in the industry. Andre’s vision began with sketches on train rides to Paddington, inspired by the lack of stylish, accessible, and durable menswear for riders.
Today, that vision has grown into a full designer country brand, made for riders and country lifestyle enthusiasts alike.
We make quality pieces that combine British country heritage with timeless design and everyday practicality.
🧑 Crafting
British Style
Producing garments in Britain is at the heart of Wolf London’s mission - not only does it reinforce our commitment to luxury British design, but it also significantly reduces our carbon footprint by cutting down on overseas shipping and creating local supply chains.
By choosing UK-based manufacturing, we champion sustainability, ensure ethical production standards, and help revitalise British craftsmanship, preserving skills that have defined our textile heritage for generations.
Wolf London is proud to be part of a movement to bring manufacturing back to the UK, creating timeless pieces with purpose, provenance, and pride.
Our Founder
Andre, the founder of 'Wolf London' has a passion for Eventing and Show Jumping which he has continued to enjoy competitively over the last 25 years+. He began competing in gymkhana's and attending Minchinhampton pony club as he grew up, as the years went on, he developed a passion for SJ and later Eventing in 2019.
Over a decade ago, Andre had the idea of designing his own clothing brand that encompassed both designer and equestrian clothing products under one roof. This was to combine his love for quality designer clothing and combine his passion of horses & equestrian wear together. He dreamt of selling them at prestigious events he visited as a child, such as Badminton, Hickstead, Cheltenham Festival or Cowdray Polo Gold Cup Final.
Throughout this time, one frustration remained present for Andre in that the male riding products were increasingly difficult to obtain and find, especially at an affordable price. His love for designer fashion and wanting to make a difference to the male sector are what inspired him to launch Wolf London in 2024.
Andre, studied Business at Cirencester College to acquire the theory behind running a business and at times worked several jobs at once to keep his horses, compete them and save to fund the business. In some regards, working so many jobs and learning so many skills, in addition to a very supportive partner, helped provide Andre with the confidence to launch the brand.
n the early days of building the brand, countless days were spent measuring garments at his mum's kitchen table and sampling product after product, just to perfect the fit or design. Many days were spent at 'Swindon Designer Outlet' to build understanding around the quality of materials used, the colour pallets and inspiration on how to decorate a shop. Even more hours were spent researching material choices on YouTube or tracking down garment manufactures on google. This is all before you consider the hour spent designing and redesigning the website, putting up trade stands and producing countless posts across the WL social media platforms. For Andre, Wolf London exists not only to provide revolutionary men’s equestrian products and remove some of the stigma men can face through a designer brand, but to improve the customer experience through high quality garments and a shopping experience that would rival any high-end brand.
Business Info
Our warehouse is based in Minchinhampton Gloucestershire, email info@wolflondon.com to arrange a return or visit our events page to view which trade stand we are running where. We offer extended returns for those that want to drop off at a trade stand.
Location
Minchinhampton, Gloucestershire.
Hours
Mon-Fri 9:00 am - 9:00 pm
Saturday 9:00 am - 5:00 pm
Sunday Closed