Andre Gardiner’s brand, Wolf London, receives a £20,000 boost for expansion.
- Founded in 2022, Wolf London was created by competitive eventer Andre Gardiner.
- The brand addresses the lack of affordable men’s equestrian clothing.
- Funding aided by a Start Up Loan through X-Forces Enterprise.
- Gardiner continues his business alongside a career as a project manager.
Wolf London, an equestrian brand based in Stroud, has successfully secured a £20,000 funding boost to facilitate its expansion. The brand was founded in 2022 by Andre Gardiner, a competitive eventer and show jumper, who noticed a significant gap in the market for affordable, stylish men’s equestrian clothing.
Andre Gardiner’s journey in the equestrian world began at the age of three, introduced to horses by his mother. As he grew, he identified a market limitation, explaining, “[It] had quite traditional types of clothing and hadn’t received the same level of investment as the female sector.” Observing a void at events and competitions where men’s products were seldom displayed, Gardiner set out to change this.
During the COVID-19 pandemic, Gardiner decided to act on his long-held vision to create a diverse range of men’s equestrian wear that marries designer fashion with practicality for the modern age. Wolf London is the realization of this 15-year aspiration.
The funding secured through the British Business Bank’s Start Up Loan program proved instrumental. Gardiner utilized the funds not only to produce stock but also to develop essential business infrastructure, including a storeroom, professional photography, and distinctively designed shipping boxes. “The Start Up Loan program didn’t just provide money to help me get started, but it also offered support through a business mentor which was invaluable for me,” Gardiner acknowledged.
Balancing his role as a project manager, Gardiner runs Wolf London with the help of his partner and his mother. He is actively engaged in marketing his products across the UK, attending events like the Blenheim Palace International Horse Trials. His ambition extends to acquiring a horse box to better facilitate sales at various events, and he aims to support the British economy by ensuring products are made within the UK.
Wolf London exemplifies innovation and determination in expanding men’s equestrian fashion.
