Horse riding is set to be revolutionised with the launch of a new chain of fashion riding wear stores backed by national show jumping champion Emma Jane Brown.
The first Riding Revolution store is due to open this September in London’s Knightsbridge with a retail identity by March Minale (son of Marcello Minale) and interiors by architectural practice Fin.
“Riding has been left behind and we’ll be bringing it up to date,” says Riding Revolution project manager Bob Colman. “No one’s ever done anything for this sport to make it more popular and more funky for young kids. We also want to make it more safe when they’re out on the road.”
Colman hopes to roll out the retail concept as franchised outlets and concessions and adds the aim is to create aprÃ¨s-riding wear which appeals to both riders and people who never get on a horse.
According to Minale, the identity which features the letter R broken to look like two Rs, is “very simple with a slight cleverness to it”.
He adds the difficulty was creating an image which appealed to a new market without alienating the traditional market. “The design is quite conservative because the clothes are the fun bit.”
Fin architect Andrew Martin, who also works for restaurateur Oliver Peyton, is drawing up designs for the interior of the 70m2 Knightsbridge store which will sell clothing, boots and riding helmets.
Four stamps depicting photographs of the Queen’s ceremonial horses, designed by Jean-Luc Benard, are being issued by the Royal Mail next month in celebration of the 50th anniversary of the British Horse Society.