H&M launches new equestrian brand as it collaborates with GCL

H&M Group has set up a new equestrian sports lab as it looks to offer a contemporary and functional collection of apparel for horse riders.

All In Equestrian will be available online this autumn in the UK, Sweden, Germany, Italy, France, Switzerland, Belgium, Netherlands, Finland, Norway, Denmark and Poland.

The name All In Equestrian is a tribute to the famous horse, H&M All In.

The fashion retailer has also announced a collaboration with show jumping series Global Champions League in which it will be the team kit supplier for 2024. H&M has a long history of sponsorship in the equestrian world.

Petra Leijon af Burén, managing director at All In Equestrian, said: “As a new breed of equestrian apparel, we are beyond proud to dress the teams at GCL. Our aim is to bring together top sport and fashion in a new way, and from the close collaboration with our broad community we know that there is a big interest in an equestrian collection accessible for everyone.”