Interview with Jamie, founder of YARD, equestrian outfitters

In between busy schedules, we had the pleasure of sitting down with Jamie from Yard to catch up with him on the origins of his brand, and what inspired him to develop a streetwear-inspired, luxury equestrian clothing brand.

 

What were the origins and concept of Yard Apparel?

The idea for YARD had been in my head for years, inspired by time spent at the equestrian yard with my horse-owning wife. The name “YARD” actually came to me way before the brand evolved into what it has today – a simple, yet relevant name that I was amazed hadn’t been claimed before. This developed through multiple brand iterations into the bold logo we have today. Perfectly in line with our ambitions to bring alternative and contemporary equestrian clothing to the market.

 

What is your background and what were the initial challenges you faced when starting the clothing brand?

My lack of industry knowledge was the biggest challenge and the drive to pursue bespoke clothing solutions so that I could retain creative control. The importance of attention to detail and the desire to learn the process of setting up a clothing business from scratch drove the decision to reach out to Bridge & Stitch for an initial consultation. This was an invaluable session for transferring ideas into tangible options and gaining feedback and suggestions.

 

What role has Bridge & Stitch played and what have the benefits been?

The initial consultation changed my perspective and understanding of what was and wasn’t possible. I liked the accessibility and personal touch of Bridge & Stitch, including their British-made and eco-credentials, which were key factors in choosing them. It was also a big pull for me that they were local, so I can come in for regular meetings, when I need to.

 

How would you sum up Bridge & Stitch in 3 words?

Supportive, friendly, experts.

 

Do you have any advice or insights for other start-up clothing brands?

I think it is really important to be curious and ask lots of questions. It’s important to reach out to experts and do thorough research before you begin. The process is meticulous and complex covering wash tests, sampling and resampling, learning to deal with the different behaviours of fabrics… it is all a huge learning curve!

 

What are your future plans for Yard?

Next step for me is to continue to focus on marketing. We have had steady growth on social, partnering with a number of influencers and have recently launch our Brand Ambassador program – something we are really excited about. Longer term, we hope to include further products within the range, including leggings and accessories, such as socks, hats and scarves to complement the main range. We have had some really positive feedback on the product so far so are excited for what the future holds.