Swedish Designed Equestrian Wear
Maya Delorez is a Swedish brand with a clear ambition: we want to offer a unique range of high-quality training clothes for active riders. We design riding clothes as riding clothes should be designed. After hundreds of years of equestrians having to ride in thick materials and wear breeches with an uncomfortable, rigid waist, we’re breaking new ground. It’s time to step up and adapt the clothes to the sport.
All of our garments are made in four-way stretch material. They are breathable, quick-drying, have pockets for storage, and are characterized by a modern and appealing design. Our goal is to develop high-quality functional clothing for equestrians all over the world.
What’s most important for us is function. We know the tough conditions riding clothes are exposed to – and we also know how hard equestrians work. Our clothing is designed for training and tough work. The four-way stretch ensures the garments perfectly adapt to your body regardless of how you move in them. And the breathable fabric means that no matter how sweaty you get during exercise, you’ll quickly feel dry again.
We have chosen to sell only through our own website, and not to have any intermediaries. This allows us to offer our customers a good price without having to compromise on quality. It also gives us total control over the whole process. We aren’t waiting for equestrian sport to develop – we want to develop the sport.
Behind the brand
CEO & founding director Madelene Törnblom was born and raised in a small town near Uppsala in Sweden. With no previous experience of running a business or designing clothes, in 2017 she decided to start her own brand. At that point, she was 21 years old.
Madelene combined a lifelong interest with the desire to create something of her own – and in just one year that idea became an international brand that sells all over the world.
MAYA DELOREZ – THE STORY
How it started
“Everything started after I sold one of the horses in the stable. I’ve been riding ever since I was a child and have always been extremely passionate about horses and everything that has to do with them. Early on, I started to get interested in working with young horses. Without any real experience, in 2016 we bought a 3-year-old from Germany after seeing the horse on a video. It was a skinny little mare that arrived with the truck on a cold December night. I broke and trained her on my own and later started to compete with her. The more time passed, the more we started to realize that this was a really good horse. After about two years we sold her and made a profit. I’m a restless person; I like it when things are happening, and I’m rarely satisfied. And I saw this money as perfect start-up capital for something. My thoughts began to fly. What should I do now?”
My business concept
“I identified a gap in the market and saw an upcoming trend. I felt it was possible to develop the market even further. I’ve always had problems with riding clothes and I felt it was hard to find garments that were both comfortable and stylish. I never understood why we were still riding in thick, non-stretchy cotton material while other sports develop new high-tech materials all the time. Why don’t we optimize our equipment to maximize our performance? I sat down and pondered – and then decided. If I can’t buy the clothes I want, I’ll start my own brand! Early in the process, I decided that I wanted a female name for my brand. And I wanted it to be unique so it couldn’t get mixed up with any other brand. Late one night I sat on the couch and googled “unusual girl names” and there I found it: MAYA DELOREZ, MD. The instant I saw it, I knew it was what I’d been searching for.”
From design to product
“The design was already in my head, so now I just had to put it on paper and find the right factory. In January 2018 the first samples arrived, and in February we placed the first order. We launched in May and after just one month we had sold out several products. The feeling was unreal.
The response to the products has been above all our expectations. Never in my wildest dreams did I think we would establish ourselves so quickly in such a competitive market. We went from 0 to over 50 products in less than a year. Since then, Maya Delorez has really revolutionized the traditional thinking around riding clothes and has given breeches a completely new image. We don’t back down from change and innovative thinking, and I think our customers really appreciate that.
Since day one, Maya has been one of my biggest passions in life. I’ve always had a clear picture of what I wanted to create. And we’ve already achieved a lot, but we have a long way to go. I want to make Maya one of the world’s leading equestrian companies. With this major goal in mind, the entire team of Maya works hard every day to get us there, by providing our customers with the best riding clothes on the market.”
“We want to set trends, break new ground and challenge old thinking patterns. We’re ready – are you?”