Launching this week is the world’s first fashion equestrian brand designed to take you from street to stable. Coming out of Sweden, YAGYA offers a new approach to riding. Sourcing from street style rather than the conservative norm.
“Returning to the equestrian scene as adults, we were amazed by the lack of options for the modern rider. We didn’t identify with the conservative clothing that was on offer – and so Yagya came about. A new generation of riding- and horsewear” says Matilde Urdniola, co-founder and CEO of Yagya.
Unlike other equestrian brands, Yagya takes on equestrian fashion with a progressive street style approach. It’s about having fun and stepping away from the same-sameness.
Our ambition is to disrupt the equestrian industry, and to broaden the picture of what and who the riding community consists of” says Emelie Jinhee Johnsson, co-founder and Creative Director of Yagya.
The first collection launched Nov 25th and consists of five products (breeches, jacket, sweater, hat and bag). It will be sold exclusively at yagya.com.
In the following months, select items will be added to the line one by one, after feeding in customer reactions.
– The strategy is to build a strong community where followers interact with Yagya. Allowing us to leverage feedback to continually innovate and create relevant products, Emelie continues.
Yagya is a fashion equestrian brand that offers a new generation of riding- and horsewear. Founded by Emelie Jinhee Johnsson and Matilde Urdinola.
Yagya’s first collection was launched 25th November 2020 and sold exclusively on yagya.com.