When Holly Habeck first dreamed of creating her own equestrian brand, it didn’t come from a boardroom brainstorm or a corporate strategy session. It came from the barn aisle.
“I used to joke about the ‘equestrian tax,’” she says. “So many pieces felt unnecessarily marked up simply because they were marketed to riders. I was tired of paying $200 or more for breeches that would inevitably end up covered in horse slobber.”
That frustration became the spark for Thiandro Equestrian—a rider-founded, rider-focused brand delivering stylish, functional, and accessible apparel. From breeches with water-repellent fabrics and phone-sized zipper pockets to UPF 50 riding shirts, Thiandro offers high-quality pieces without the intimidating price tag. In fact, every item in the line retails for under $100.
Designed by a Rider, for Riders
As an amateur eventer, Holly knows the demands of long barn days and muddy cross-country schools. That perspective has shaped her design philosophy from day one. “I’m not just thinking about how a shirt looks in photos,” she explains. “I’m thinking about how it holds up after six hours at the barn, or how breeches feel after sitting in the saddle through an entire clinic.”
The result? Apparel that balances style, durability, and comfort seamlessly. Riders often remark that Thiandro’s pieces transition effortlessly from barn to everyday life—a feature that was no accident. “I was tired of changing outfits three times a day,” Holly admits. “I wanted clothes I could wear to the barn, then straight to errands with my kids, and still feel put together.”
Customer Favorites
Since launching, two products have quickly emerged as best sellers: the Essential Riding Leggings and the Essential Breeches. Riders rave about the buttery-soft fabrics, full-seat grip, and second-skin comfort.
“I own a closet full of breeches from all sorts of brands,” Holly says, “but I almost never reach for anything else now. Our breeches have converted me into someone who actually enjoys wearing them.”
For new customers, she recommends starting with the Essential Leggings. “They feel like your favorite pair of athletic leggings, but they’re designed for the saddle. They’re supportive, secure, and incredibly versatile.”
Growing With the Community
Though still a young brand, Thiandro has already gained momentum at events like Equifest WNY and Equine Affaire. Holly lights up when recalling those moments: “Riders would stop at our booth because a color caught their eye. Then they’d touch the fabric, feel the quality, and couldn’t believe the price. That validation has been huge—it showed me we’re really onto something.”
Feedback from riders plays a central role in shaping what’s next. Holly works closely with a team of testers, from casual riders to two-star eventers, and wears samples herself for months before launch. “It’s the best way to know our products stand up to real barn life,” she explains.
Looking Ahead
Thiandro isn’t slowing down. Holly is currently sampling winter riding leggings designed to keep riders warm without sacrificing comfort, and she’s working on a line of show apparel that promises stunning design at a fraction of the usual cost.
Her long-term vision? To grow Thiandro into a globally recognized equestrian brand—without losing sight of the rider-first values that started it all.
“At the end of the day, this brand is about love for the horse and the lifestyle around it,” Holly says. “It’s not about ribbons or prestige. It’s about creating gear that supports riders through every ride, every season, every barn day.”
