Our Story
Why the name Wolf London?
Wolf London brand name came from two area's that make up a large part of Andre life:
-
Andre's Siberian Husky 'Storm', the closest animal breed he could get to owning a wolf.
-
Andre's current role where he commutes from the Cotswold to London, working with various clients.
About Wolf London:
Owner and Founder Andre Gardiner, based near Gatcombe Park home to the Princess Royal in Minchinhampton, launched Wolf London in January 2024, following a 10-year dream to launch a stylish equestrian inspired brand for Men, Women and Children.
As an avid show jumper and event rider, it was during these hours he realised there was a gap for a designer men’s equestrian clothing range after always struggling to find accessible, affordable and stylish products. He also recognised that male riders were in decline, and he hoped over time that it might have the added benefit of encouraging men back into the saddle.
All of the designs and initial sketches, initially started in the back of his notebook on the way to London's Paddington station or the tube. In his spare time, you would often capture Andre doodling on the back of a scrap piece of paper waiting for his next SJ class.
From launch in January 2024 where only 2 products were offered, the range has now grown to over 27 different variants of products as of spring 2025. Andre has big ambitions for new venues, products and offering the range to more retailers this year.
Goals:
-
Focus on the fit as well as function, to deliver unrivalled style.
-
Deliver premium quality garments that withstand the test of time.
-
Focus on offering 'British Made' garments and leather products.
-
Enhance and redesign the offerings within the male equestrian range.
-
Build a Classic, Signature and Timeless collection to suit any lifestyle.
BEHIND THE BRAND
Andre, the founder of 'Wolf London' has a passion for Eventing and Show Jumping which he has continued to enjoy competitively over the last 25 years+. He began competing in gymkhana's and attending Minchinhampton pony club as he grew up, as the years went on, he developed a passion for SJ and later Eventing in 2019.
Over a decade ago, Andre had the idea of designing his own clothing brand that encompassed both designer and equestrian clothing products under one roof. This was to combine his love for quality designer clothing and combine his passion of horses & equestrian wear together. He dreamt of selling them at prestigious events he visited as a child, such as Badminton, Hickstead, Cheltenham Festival or Cowdray Polo Gold Cup Final.
Throughout this time, one frustration remained present for Andre in that the male riding products were increasingly difficult to obtain and find, especially at an affordable price. His love for designer fashion and wanting to make a difference to the male sector are what inspired him to launch Wolf London in 2024.
Andre, studied Business at Cirencester College to acquire the theory behind running a business and at times worked several jobs at once to keep his horses, compete them and save to fund the business. In some regards, working so many jobs and learning so many skills, in addition to a very supportive partner, helped provide Andre with the confidence to launch the brand.
In the early days of building the brand, countless days were spent measuring garments at his mum's kitchen table and sampling product after product, just to perfect the fit or design. Many days were spent at 'Swindon Designer Outlet' to build understanding around the quality of materials used, the colour pallets and inspiration on how to decorate a shop. Even more hours were spent researching material choices on YouTube or tracking down garment manufactures on google. This is all before you consider the hour spent designing and redesigning the website, putting up trade stands and producing countless posts across the WL social media platforms.
For Andre, Wolf London exists not only to provide revolutionary men’s equestrian products and remove some of the stigma men can face through a designer brand, but to improve the customer experience through high quality garments and a shopping experience that would rival any high-end brand.
Our Principles
Where 'Luxury British Design' becomes 'Luxury British Made' within the next 10 years.
READ MORE
Luxury British Design
It has taken over two years to understand consumer needs and desires across both the designer and equestrain sector, before designing a range of luxury contemperary, bold and sophisiticated designs created by our founder and produced with care and attention to detail.
The Wolf London team have built a network and worked with established multi-million pound manufactures to achieve the quality and feel that reaches the standard of all Wolf London products over the last year, re-designing and producing each item until it passed the Wolf London Quality control.
One of WL's key ambitions within the next 10 years is to return manufacturing to the United Kingdom for our product ranges to reinforce our “Luxury British Design” ethos and transcend this into “Luxury British Made” designer garments.
We have worked tirelessly to conduct market reseach to hear what people feel is missing from the industry, what they look for in their clothing and how a new brand like ourselves can support their needs.
We always want to hear your feedback, thoughts and opinions, so please visit our social media below and our info@wolflondon inbox is monitored regularly, so please get in touch.
Confidence is learnt, but a quality wardrobe will certainly help!
Backing Male Horsemanship
Wolf London's ultimate goal is to better support male equestrian riders with easy access to designer equestrian products for themselves and their horse.
While Wolf London will strive to be inclusive for all genders, it is recognised that over the last 5 decades, men in the equestrain field have reduced significantly. On average in the U.K, 24% of riders are male across the sport but when compared to those that event at BE 5 star or compete in BSJ, over 65% of men make up the top percentage. This indicates that men are somehow being discouraged to take part in the sport possibly due to indirect discrimination and harmful stereotypes that have been created towards men in the industry. Regardless of role models who are excelling at the top level. Therefore, we will be allocating a large amount of resource in creating products that support our male riders.
Therefore, Wolf London has an ambitious plan to support men and youths engaging with the sport once more, by working with select charities to provide a hobby to those less fortunate and support those in inner cities by offering an escape.
In addition, we will be supporting a number of male and female brand ambassadors that embody our values. To see our current brand ambassadors, their journeys and why they choose Wolf London, please see our brand ambassador section.
British Manufacturing
Throughout our journey, it became apparant that there were very few british manufactures left since the excedus in the 1980's to Asian Manufactures and often those that remained, specialised in woolen apparel production.
Whilst Wolf london does currently use responsible, vetted and assured Asian Manufactures. We would like to back British Industry and support businesses that align with our values. In the hope that our customers and fellow business owners will follow suit and encourage the British entrepenurial spirit! By using British suppliers, not only will it be investing in our own economy, but we will in turn be significantly reducing our CO2 footprint by avoiding lengthy importing from overseas suppliers. We would therefore like to use British suppliers for many of our products as quickly as possible whist maintaining the Wolf London quality that we have worked hard to produce.
WL is investing it's time in reseraching schemes, responsible material sources and movements that will best reduce our brand's CO2 footprint and environmental impact. Knowledge is power and our journey will be developing with the latest scientific research in mind when creating our products and delivering our service.
As of September 2024, we introduce our British Made Tee's in Black and White, with even bigger plans for 2025!
Sign up for our news letter to hear about our progress, latest arivals and offers.
Backing Young Riders & Good Causes
.jpg)
.jpg)
