08.–10.02.2025 #spogahorse

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Stierna uses customers feedback in the development process


Stierna Equestrian Sportswear is a Swedish brand that develops technical equestrian clothing with high functionality for active riders. With an innovative, technical range designed and developed by dedicated riders, they are able to perform optimally in all weather conditions. At the spoga horse FASHION DAYS 2020, Stierna will also present its latest collection. We talked to Helena Strömbäck about the trends and challenges on the equestrian market.

What trends can we look forward to seeing next winter season?

Helena Strömbäck: In general, we can see a growing awareness when it comes to the environmental impact of our consumption. This has been a part of the brand DNA of Stierna already from the beginning and this is why we have a design expression and a quality level that last several seasons. A form of sustainable slow fashion. Both looking good and feeling good.  

For the winter season we will launch a base layer with a mix of re-cycled polyester infused with our awarded bamboo charcoal, which helps to minimize the need for washing. And already for spring, we will upgrade the polyester part of the Bamboo charcoal fabric to 100% recycled. We will also start to introduce the re-cycled polyester into our winter range. Our outerwear that have a DWR-treatment has been fluorocarbon free from the beginning. 

Which challenges is the market for sportswear facing at the moment?

Helena Strömbäck: The shift from low price to sustainable quality is a challenge for the entire industry. We are committed to working closely with our suppliers and business partners to achieve a long-term, sustainable social and environmental standard in the factories that manufacture Stiernas products. Most of our production sites follows the BSCI (Business Social Compliance Initiative) and all of them has committed to the Stierna Code of conduct. 

Stierna equestrian sportswear

Stierna exhibits its latest collection at the spoga horse FASHION DAYS 2020.

How does your target group develop and how do you approach changes and shifts?

Helena Strömbäck: We have a very broad customer base and instead of focusing on one specific riding discipline or an age group we offer clothes for the active rider. Our approach of high-quality equestrian sportswear follows a path that our customer appreciates. Of course, we want as many riders as possible to join us and discover the benefits of the range. But in a sense, it is more important for us not to change our approach or try to shift to any short-term trend in the market, instead stay thru to the path.

What are your customers highest values and how do you exceed them?

Helena Strömbäck: We feel the support from our customers and we always get comments, wishes and feedback when we meet them at events or through social medias. Our customers are active riders with a high awareness of quality and design. We use their feedback in our development process and then we use our team riders to put the products to the test. Our Stella Winter Coat and the Spring version Nova Raincoat are both bestsellers developed upon customer requests.

Why do you exhibit at spoga horse FASHION DAYS?

Helena Strömbäck: Spoga is the most international fair and gives us the opportunity to meet our retailers from all over the world with a minimum amount of traveling. All our other meetings during the year are held thru different on-line meeting platforms such as Skype. But our products aree all about the quality of material and the fit so it is still important to meet in person from time to time and Spoga is this forum for us. The technique can never replace a meeting face to face.