Launch of Wolf London

Owner and Founder, 'Andre Gardiner' based near Gatcombe Park in the heart of the Cotswolds, launched Wolf London with some key goals:

• Do not compromise quality over price.
• Be more than just a designer brand, be an equestrian sporting brand.
• Where possible, invest in British manufacturing or use quality apparel suppliers whose ethics and values align with WL.
• Provide quality designed men's equestrian clothing in a variety of styles & fits. 
• Revolutionise & re-engineer the men's equestrian market by offering intuitive solutions and fresh perspective to better enable partnerships with the horse. 
• Help enable young men from a variety of backgrounds/inner city livings to experience horsemanship to support and grow the uptake of men in the equestrian sector. 
• Sponsor and enable good causes to better aid those working and riding in the industry.​

Andre, had a passion for Eventing and Show Jumping which he has continued to enjoy competitively over the last 25 years. He began competing in gymkhana and attending pony club camp, as the years went on he developed a passion for SJ and later Eventing during COVID19. 

Throughout this time, one frustration remained present for Andre in the equestrian industry. The products and services offered to women as a saturated market did not reflect that for men and were increasingly difficult to obtain and find, especially at an affordable price. Andre, at times, worked several jobs at once to keep his horses, compete, and maintain his equestrian wardrobe which became ever more difficult to get the right size or access the products required to engage in the sport.

This is a reason for why less men ride now. Compared to 50 years ago when the market share was much more equal in comparison to today and it is down to a lack of options for products that are easily accessible to men. This is before men experience the stigma surrounding men who ride horses and around their sexuality, which is one of the likely causes for discouraging boys and men away from the sport. 

Throughout this period, Andre wanted to keep up to date with designer fashion but he was always keen to ensure any product he bought was of a standard of quality that justified a reasonable price which dwindled by many major designer companies as the focus clearly changed from quality to profit margins. There was also a stigma around men's fashion and men in the equestrian sector, that everyone wanted simple and basic designs, contemporary and minimalistic, in neutral colors, which didn't fit the type of clothing Andre wanted to wear. 

During COVID, Andre decided that he would do something about this and hence, Wolf London was born!  

You maybe asking the question, why Wolf London?

The founder and CEO, Andre, whilst having a passion for horses, like many of us he also had a passion for all manner of animals, in particular Wolves and Huskies. In December 2017, just before Christmas day, Andre finally managed to convince his parents into allowing him to have a Husky after over 15 years of asking. His Husky Storm, with his beautiful nature and stunning blue eyes inspired Andre to combine his love for him, wolves and what he knew about wolves to embark on his journey to initiate the brands concept.

Wolves will generally move in packs with the Beta's leading and the Alpha at the back following the typically old or injured wolves to offer protection against any threat. Whilst omega's/lone wolves can operate alone, generally wolves will all operate in unity and as one pack. 

When thinking about the brand image Andre wanted to create. He wanted to combine his love for wolves and how they operate as one, which was important to him after many years of feeling judged at school because he rode horses. It was also because there was no real designer brand that promoted men in equestrianism through a designer brand and that made access to equestrian items easy.

Andre wanted to create a brand where anyone could be whoever they wanted to be, express their diversity through different styles and they most definitely didn't need to 'fit into a box' to be a part of the Wolf London pack. Wolf London prides itself on its individuality and celebrating everyone's uniqueness, whether you want to be the 'lone wolf', or you want to stand out in the crowd and break the stigma/ statuesque for who you are as the 'Alpha Wolf'. Regardless, we stand together. 

Wolf London is more than just a brand, it’s a family, where everyone is welcome as a part of our 'Wolf pack'. 

Our CEO and founder Andre, also began this journey by researching, sketching and designing on the train into the Paddington Station in London and the tube commuting around the city, after all he had to do something on his 5 hour round trip for the last 6 years. It was during these hours he spotted a gap for something different in the male sector for something bolder than typically men might wear and he thought combining a designer brand, with men's equestrian wear might just support male riders returning to the sport. 

All of the designs and initial sketches, initially started off on the back of his notebook with the vision to one day embarking on this bold venture. So, to say the least, London Designer fashion market inspired 'Andre' to begin the journey and fast forward to 2022, Wolf London was born. 

Wolf London launched eventually launched in January 2024 with our Unisex Signature Hoodie and Alpha Breeches, worn by Tom Rowland who has always supported the brand from its concept to inception. Fast forward to September 2024, Wolf London now offers Men’s Jeans, the Rowland Competition breeches and two Unisex Quarter zips, but we are not stopping there.

In September and into the Autumn of 2024, Wolf London will be introducing ‘British Manufactured’ classic and contemporary garments, reinforcing our “Luxury British Design” ethos and transcending Wolf London into a new era of “Luxury British Made” designer garments. Thanks to all the support from our customers since our Launch in January 2024, we are delivering on our 5-year ambition within our first 10 months and there is more new product releases in 2025. Watch this space.