PS of Sweden
Est. 2011"Ride in Style"
Brand Story
PS of Sweden was founded in 2011 with the primary goal of revolutionising equestrian equipment through anatomical design. The brand introduced its first anatomical bridle in 2013, setting a new standard for horse comfort and performance that challenged decades of conventional bridle construction. The name 'PS' stands for 'Passion for Sweden' — a nod to the Scandinavian design philosophy at the heart of every product.
Since its inception, PS of Sweden has expanded its product line to include over 30 innovative bridle models, as well as other anatomical horse equipment and high-quality rider apparel. The brand is recognised for its commitment to challenging traditional norms and driving forward the development of equestrian gear, with products chosen by leading professional riders worldwide including world number one Henrik von Eckermann.
Where They Sit in the Market
PS of Sweden positions itself as a premium equestrian fashion house, offering high-quality, innovative, and anatomically designed products for horses and riders. The brand targets discerning riders, including professional equestrians, who seek equipment that provides superior comfort and performance, combining timeless Scandinavian elegance with modern functionality. It sits at the upper end of the premium market.
PS of Sweden donates 5% of its bridle profits to horse welfare initiatives, and several of their bridles are co-designed with world-class riders like Henrik von Eckermann — the world's number one ranked show jumper — ensuring every design detail is validated at the highest competitive level.
Quick Facts
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