The H&M Group is dedicated to equestrian sports.
The Swedish clothing retailer will offer a modern and functional clothing line for riders from autumn, H&M announced on Friday.
The new line is called All In Equestrian, a reference to rider Peder Fredricson’s successful Olympic horse H&M All In, which is one of the most successful horses in equestrian sport. All in Equestrian is a natural extension of the group that has long been active as a sponsor in the world of equestrian sports and now brings the deep knowledge and passion to clothe both elite athletes and the broader equestrian community, the statement said.
The launch also coincides with the company’s new partnership with the Global Champions League (GCL), an equestrian competition series for which All in Equestrian will serve as team supplier in 2024.
All In Equestrian will be available online in Sweden, Germany, UK, Italy, France, Switzerland, Belgium, Netherlands, Finland, Norway, Denmark and Poland.