Swedish Equestrian Innovation
Maya Delorez is a Swedish equestrian brand that emerged from the visionary quest for functional, sports-friendly riding attire, seamlessly blending the equestrian lifestyle with a balance of comfort and aesthetics.
Since 2018, we have redefined equestrian fashion by merging conventional methods with modern techniques and innovative materials. Our commitment lies in the creation of timeless staples that transcend seasons, ensuring accessibility for all riders, not just a select few.
Our Vision
We aim to become the world’s leading equestrian brand. But what does that mean?
To us, that means reshaping the equestrian landscape and setting a new standard for what an equestrian brand can be. It’s about connecting with our community, driving innovation at every level, and giving back to the sport. From supporting young athletes to strengthening the future of equestrianism, we’re focused on making a meaningful difference.
Our Story
How it began
Our story starts with a lifelong passion for horses. Madelene, our CEO and Founder, fell in love with riding as a child and quickly developed a keen interest in working with young horses. In 2016, driven by determination and curiosity, she took a bold leap: purchasing a 3-year-old horse from Germany after seeing it in a video – despite having little experience.
“I still remember the night she arrived to me in Sweden. It was a cold December evening when the truck pulled up, and there she was for the first time – a skinny, chestnut-colored mare.”
With strong dedication, Madelene personally broke and trained the young horse, eventually beginning to compete with her. Over time, it became clear that this horse had potential. Two years later, she sold the mare and turned a profit – a pivotal moment in her journey.
“I’m a restless person who thrives on new challenges. Selling that horse gave me the perfect start-up capital, and my mind started racing: What could I build from this?”
Fast-forward a couple of years – and we got our answer. Today, Maya Delorez has a strong community that spans the globe. From elite athletes to aspiring riders, we unite equestrians who share our deep devotion to the sport. Among our athletes are world-class champions who serve as role models worldwide, representing our brand at the biggest events and shows.
"It’s always a pinch-me moment when I see my childhood idols wearing Maya Delorez at the biggest shows around the world. I’ll never forget when my design was worn by the 2022 Dressage World Champion — it felt surreal."
The Business Concept
After countless hours spent in the stable, Madelene knew riding wear inside and out – and she was all too familiar with its shortcomings. Finding comfortable yet stylish options was a constant struggle. While other sports were evolving with high-tech materials and cutting-edge designs, the riding industry seemed stuck in the past.
“I could never understand why we were still riding in thick, non-stretchy cotton. Riding is a demanding sport and we deserve gear that is designed to enhance our performance – not limit it.”
Frustrated by the lack of options, Madelene decided to take matters into her own hands. If she couldn’t find the clothes she wanted, she’d make them herself. Without prior experience in clothing design or manufacturing, she set out to create a brand that would redefine riding apparel. At the time, Madelene was just 21, still living at home, and hadn’t yet had much work experience.
The Name
From the beginning, Madelene knew she wanted the brand to have a feminine name – something unique and memorable.
“One day, I was sitting on the couch, googling unusual girl names. I stumbled across a site where a woman mentioned she planned to name her daughter Maya Delorez. The moment I saw it, I knew I’d found the perfect name.”
From Design to Product
From the start, Madelene had a clear vision for the brand – how it should look, feel, and stand out. The designs were already in her head; all she needed to do was sketch them out and find the right factory. Once that was done, things moved fast. By January 2018, the first product samples had arrived, and by February, the first order was placed.
When it came to launching an online store, Google became Madelene’s best resource. She researched everything about building an e-commerce platform, setting up logistics, and creating a brand presence. With the website ready, an Instagram account gaining traction, and a warehouse solution set up in her family home, Maya Delorez officially launched in May 2018.
“The response to our products blew us away. Within a month, several items had completely sold out. I never imagined we’d gain traction so quickly in such a competitive market.”
In less than a year, Maya Delorez grew from a handful of products to over 50, setting the stage for what was yet to come. In the years that followed – and to this day – Madelene has never settled for anything less than the absolute best, especially when it comes to product design.
“Creating the perfect pair of breeches can take years. It’s the smallest details that make the biggest difference when it comes to seams, fabric, and fit.”
Setting new standards in the industry, Maya Delorez has led the way through some of its most transformative years – and continues to do so. Today, Maya Delorez’ signature aesthetic can be seen all over the world, with customers in more than 80 countries. What started as a bold vision has become a global phenomenon, shaping the future of equestrian fashion.
“My whole childhood has built up to this. And when I look at where we are now, it’s mind-blowing to think it all started with a horse – that cannot be a coincidence. I’m excited to see what the future holds for us.”
