H&M to launch All In Equestrian, inks partnership with Global Champions League

By

Sandra Halliday

Published
October 6, 2023

We all know that sports has been a key influencer on fashion in recent years, but it’s particularly interesting how equestrian sports has come to the fore in recent months. 

In late August we heard how Hugo Boss was moving into the market with Boss Equestrian and now H&M has made a big move in the sector.

All In Equestrian, a new equestrian sports lab within H&M Group, “will offer a contemporary and functional collection of apparel for riders, starting this autumn”. And it has announced a collaboration with Global Champions League (GCL), where it will be the team kit supplier for 2024.

The line will be available online in Sweden, Germany, the UK, Italy, France, Switzerland, Belgium, the Netherlands, Finland, Norway, Denmark and Poland.

H&M actually has a long history of sponsorship in the equestrian world, and it said All In Equestrian is “a natural continuance bringing the deep knowledge and passion to dress both top athlete riders and the broader horse community”.

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.”

The name All In Equestrian is a tribute to the horse H&M All In, “one of the most successful horses of all times”.

Peder Fredricson, Swedish equestrian and World Championship gold medalist, said: “I feel honoured on behalf of H&M All In. He’s truly a legend and it is beautiful to see his name continuing to live with this new initiative. I’m equally proud to be part of this new journey together with my team H&M riders Malin, Nicola and Olivier, where we as a professional riders can share our experiences as input to the design of All In Equestrian.”