As the spring competition season begins across Europe and the UK, riders and horses return to the arena with renewed focus, preparation and ambition. This moment is not only about performance, but also about the quality of the equipment that supports the partnership between horse and rider.
It is at this intersection of performance, comfort and refined aesthetics that EQUICO was created.
Founded in Paris, EQUICO is an emerging equestrian brand with a clear vision: to bring together the design expertise of the luxury fashion world with the technical demands of contemporary equestrian sport. Rooted in the founder’s personal experience, the brand recognises that today’s rider seeks equipment that combines functionality, comfort and understated elegance.
As part of its broader creative development, EQUICO collaborates with leading partners in branding and innovation, notably the international design studio Moving Brands (San Francisco), known for its work with companies such as Apple, Netflix, the BBC, and Microsoft.
EQUICO is guided by the core principles of quality, uniqueness, contemporary luxury, and leading design.
The EQUICO founder, Julia Smith, is a British-French creative director with over 25 years of experience in the global luxury fashion industry. Having worked with major fashion houses including Givenchy (LVMH), as well as across Italy, Japan, the USA, the Middle East, London and Paris, she has developed a deep understanding of design, product development and brand strategy. Alongside this career, her passion for horses has remained constant.
Her international career has given her a unique perspective on how design, innovation and craftsmanship can shape contemporary brands — an approach she now brings to the equestrian world.
A member of both the French Equestrian Federation and the British Horse Society, and owner of a sport horse, she created EQUICO to unite two worlds - fashion and equestrianism that share common values: precision, discipline, heritage and attention to detail.
Equipment Designed for Performance and Elegance
The EQUICO collection focuses on essential equipment for the competition season.
Among the key pieces are the saddle pads, developed in three styles: jumping, dressage and mixed performance. Each design has been carefully constructed to ensure optimal fit under the saddle, while allowing freedom of movement for the horse.
A defining technical feature is the breathable grey lining, selected to regulate temperature and manage moisture during training and competition. This ensures comfort during effort while maintaining a soft and stable contact with the horse’s back.
Attention to detail is central to the EQUICO philosophy. Refined stitching, discreet branding and subtle crystal embellishments on selected models reflect the brand’s design heritage, while remaining elegant and understated.
The collection is completed by coordinating pieces — including horse ear bonnets, polo bandages and leg protection — designed to create a harmonious and functional look.
The intention is not simply to create beautiful products, but to offer equipment that riders genuinely rely on: combining durability, comfort and design.
Supporting the Next Generation of Riders
Beyond product design, EQUICO is committed to supporting emerging talent.
For the past year, the brand has accompanied a promising 17-year-old rider, Agathe, who is currently balancing her studies with a high level of competition. She represents a new generation of riders preparing to step into the professional world.
This season marks an important transition for Agathe Levrel and her horse No Doubt Gay Z, as she progresses onto the professional circuit. Competitions such as the Grand National at the Haras de Jardy and Le Grande Parquet at Fontainebleau are key milestones in her development. Agathe’s trainer, Sebastien Weishaupt (Weishaupt Stables) and his team, play a key role in the progression of horses, amateur and professional riders.
EQUICO is proud to support her journey, providing equipment designed for both performance and presentation.
"I have been riding for many years—an enduring passion that shapes my daily life and has guided my sporting journey. Over time, I have been fortunate to ride and develop several horses, each playing an important role in my progression, particularly in competition. These experiences have taught me as much about technique as about the unique relationship one builds with a horse.
This season, I aim to continue progressing on the Pro 2 and Pro 1 circuits, with the objective of gaining further experience at a higher level and taking on new challenges.
In the longer term, my goal is to become a professional rider. To achieve this, I plan to train internationally from next year with experienced riders, allowing me to explore different methods and approaches. My ambition is to build a strong career in equestrian sport, while preserving that special bond with horses, which remains at the heart of both my passion and my practice.
Throughout this journey, having reliable partners is essential. EQUICO supports me daily with products that are both elegant and functional, designed for the comfort of both horse and rider. In training as well as in competition, their equipment allows me to combine performance and style, while giving me full confidence in the quality of the equipment I use. For me, EQUICO is much more than a brand—it shares the core values of equestrian sport: high standards, respect for the horse, and a constant pursuit of quality."
A Brand Connected to the Equestrian Community
Although a young brand, EQUICO is already establishing its presence within the equestrian world.
EQUICO’s development is also rooted in a close connection with horses and the equestrian world. Julia works closely with her sport horse, trained between the UK and France by Tony Asker (ASH Elite Equine/Prestige Liveries) and Yann Germond (Horse Affinity), pictured right, whose expertise contributes to her ongoing understanding of performance, comfort and training at a high level.
In September 2025, EQUICO supported the FEI International Jumping Competition at Haras de Bory, contributing to an event that brought together riders, horses and spectators around a shared passion. EQUICO will also continue its support of the CSI competition from the 28th to the 2nd of August 2026.
More recently, the brand was invited to the opening of the 2026 international season at Al Shaqab in Doha, one of the world’s most innovative equestrian centres.
For EQUICO, participating in such events is not only about visibility but also about contributing to the equestrian sport ecosystem — from riders and trainers to grooms and organisers. The brand also benefits from the support and advice of dedicated professionals, including trainers, veterinarians, osteopaths, and farriers, all of whom play a vital role in the well-being of the horses for the forthcoming competition season.
Looking Ahead
EQUICO continues to develop with a clear ambition: to position itself at the crossroads of equestrian performance and contemporary design.
As the competition season progresses, riders increasingly seek equipment that reflects both their identity and their standards. EQUICO responds to this by offering a refined, design-led approach that respects equestrian traditions while embracing innovation.
The elegance of equestrian sport is in the harmony between horse, rider and equipment.
Website and E-boutique:
https://equico.co
Instagram:
https://www.instagram.com/equico_equestrian
Eshop:
Equico Eshop
EQUICO - INOVICO, 231 rue Saint-Honoré, Paris, France. 949 402 770 R.C.S. Paris VAT : FR38949402770
Tel: +33 (0)1 88314822 Email contact@equico.co.
EQUICO and its logo are registered trademarks.
