The equestrian silhouette – breeches, tall boots, impeccable tailoring – has been synonymous with haute couture for hundreds of years. The house of Gucci, Hermes and others began their foray into fashion through or were inspired by the world of horses.
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But when it comes to riders designing for riders, the new guard has arrived, and one of the stars of Generation Z is Canadian Kaelyn Kennedy, who launched TKEQ in 2017.
Born in Calgary, Kennedy was a junior rider in the hunter/jumper circle when she decided to create a line of graphic tees for herself and other young riders. “At seventeen, I felt that casual equestrian clothing was missing the modern look that she was going for,” she says. “I wanted to create very clean, contemporary text in universal colors without flashy graphics or design.”
A look at the current collections will find that this early model from TKEQ, which stands for Team Kennedy Equine, is still distinguishable. Horse Sport asked Kennedy what inspires her, what exciting style releases are coming up for summer 2022, and what’s next for her.
HORSE SPORT: Who are your style muses?
KAELYN KENNEDY: Right now I love the style of Georgina Bloomberg and Lillie Keenan. Georgina is elegant and classic: the spitting image of equestrian style. I love the sparkly jackets that Lillie has been wearing.
HS: How influenced are you by what you see in ready-to-wear fashion?
KK: Since the “equestrian influence” is represented in certain major brands, we are doing the same. The popularity of ‘athleisure’ (comfortable sportswear) has been a strong influence since the late 2010s. Pantone’s Color of the Year, Very Peri, has made its way to mainstream and equestrian brands. Our Violet Edit beautifully reflects this year’s tone.
HS: Were you surprised by the rapid success of your brand?
KK: Definitely! Surprised, flattered and optimistic about the future of TKEQ. The launch of our Athletic Collection in March 2020 changed the trajectory of the brand and my expectations of it. I like to refer to it as my “Kylie Jenner” moment – the website sold out in minutes and I knew TKEQ was about to take off!
HS: What sets TKEQ apart from other brands?
KK: TKEQ has certainly become the template for equestrian athletic brands, and we were lucky enough to be one of the first and so we’ve influenced the whole trend by focusing on school jerseys made for riders and your unique athletic needs. Our innovation, sustainability and global representation have put TKEQ in a league of its own.
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HS: Your site and marketing are very your generation; How do you think your millennial/Gen Z customer approaches equestrian fashion differently than previous generations?
KK: Social media has played an important role in our marketing. As a fellow Gen Zer, I created TKEQ with an equestrian customer like myself in mind. Authenticity and positivity have been our core values, as well as strength in growing brand recognition within both generations.
Millennial/Gen Z are also very aware of the importance of their health (mental, physical, emotional) and the environment they are part of. TKEQ and I share these values, which is why I think we have had this success.
HS: What are you most excited to release for TKEQ this year?
KK: We’re fast approaching the release of our Sloan Show T-shirt in July! TKEQ is known for offering school tops so this is a further expansion of the brand. The Sloan Show T-shirt is cohesive with our main standard features; UV protection, 4-way stretch, breathability and contemporary design.
HS: How involved are you in the daily design and fabric selection?
KK: I wouldn’t say control freak, but I’m very practical. I love my job, it’s so fulfilling and fulfilling, which makes me more involved. Designing products, collections, color stories and campaigns are my main responsibilities.
I find it difficult to work far in advance. Most of our collections are finished eight to ten months before they are released on our website. In fact, I’m heading to our 2022 Christmas photo shoot this weekend.
HS: What are your future plans to grow the brand?
K.K.: TKEQ and I have grown up together, which is very special. Clients can see how the collections mature and become more complex each year.
TKEQ will continue to grow as a brand of education and competition. Expanding into the ‘resort sports’ market would be a smooth next step. Many TKEQ athletes wear our jerseys in and out of the saddle.
HS: When you launched the brand in 2017, you were still in your third year as a rider. What is happening now with your own cycling career?
KK: I am proud to be an amateur equestrian athlete! Unfortunately, the pandemic started when I was buying horses in California. With the return to normality and the horse shows, I am really looking forward to riding again.
HS: Any advice for other young riders who want to blend their love of riding with their career aspirations?
KK: Do it! There are many avenues to explore in the equestrian world. Whether you decide to become a working student, form a show stable, or start a brand of breeches, it’s a great way to complement your current passion for horses.
Source: horsesport.com