source: kingslandequestrian.com
Aristocratic logo and timeless elegance - those are virtues, which made Kingsland one of the most popular brands in the world. Kingsland Imperium was created by Lin Kingsrød - a woman, who invariably from its beginning has been its owner. The main concept for Kingsland was to create functional and unique hippie clothes and accessories, which would combine elegance, equestrian classics, but also a bit of modernism.
Today, after 17 years from foundation of the brand, Kingsland deals with more than 900 retailers in 25 countries, having 35 office workers in Norway, the Netherlands, and China. Lin Kingsrød remains a designer and creative director, which allows her to keep her finger on the pulse, and be able to influence both the way of promotion and what will appear in the collections to come.
source: kingslandequestrian.com
Kingsland is a Norwegian brand, which since its foundation in 1999 has developed into one of the biggest producers of equestrian clothes and equipment in the world. Its increasing popularity caused Kingsland to present four collections a years, including competition clothing and the so-called "casual wear," that is clothes for everyday use, not only for sports in general.
Kingsland also has two sub-brands: Kingsland Breeches Concept and Kingsland Dressage. The latter was created in collaboration with top dressage rider - Charlotte Dujardin, who became a co-creator and face of the collections.
Being on any competition or on a manege in an average riding centre, you can spot Kingsland Equestrian logo everywhere - on hats, breeches, show jackets, socks, saddle pads or even fly hats.
"Before, nobody mas making equestrian clothing. Everybody was focusing on competition clothes. Today, stable is a place where everybody wants to look good. I think that whoever wears Kingsland clothes, feels like a member of an equestrian 'club'," tells Kingsrød. "At first I wasn't even sure if I should design, let's say, jackets, because my mom used to say 'If you're going to the stable, you should wear an old jacket.' Today, riders buy new, expensive clothes that they wear to their stables! I still think it's weird," Lin finishes her though, laughing.
Who is Lin Kingsrød?
Lin Kingsrød - the founder, owner, designer and creative director of Kingsland, source: kingslandequestrian.com
Lin Elisabeth Høgsås Kingsrød comes from a Norwegian equestrian family. She grew up in a small town near Oslo, and she spent her childhood in a local riding school.
"We were hiring horses and helping in the stable with my sister. Nowadays, you have to pay people for taking care of your horse. Then it was more of a 'Please, can I take care of your horse?'" Lin recalls.
When she was 12, Lin and her sister, Cecylia, got their first ponies and soon got into the local jumping section.
Lin met her future husband on a jumping competition in Denmark. However, they became a couple after many years of knowing each other. They got married in 1998 in Norwegian mountains.
Currently, Lin, her husband Dag Ove Kingsrød and their three children Jonathan (13), Maria (11) and William (4) live in east-south area of Olso. The family House of the Kingsrøds is surrounded by traditional Norwegian wooden buildings: stables, halls with view on a lake and many, many meadows. The stables are full with Lin's husband's horses, who takes part in jumping competitions and ponies of the children, who carry on the family tradition.
For Lin, home is a place where she usually works and where her sketches are created. She admits that the best ideas come to her during quiet weekend mornings, when she wakes up way earlier that the rest of her family. On the working days she spends her time in the office from 8am to 5pm.
"I don't travel much because of my children. And I rarely take vacation. I had two free weeks last summer and I think that everybody was very surprised," says Kingsrød.
Kingsrød is the perfect example of hard-working, diligent girl, who transformed from ordinary rider into a fearless entrepreneur, and changed her passion into business. Many of her employees also come from the equestrian world, which allows them to better understand the very idea of the brand.
"A few weeks ago in a newspaper I read an article saying that women who do horse riding are better leaders and they are able to cooperate in a group. It is a 100% true! :) We all work really hard," Kingsrød says.
source: kingslandequestrian.com
The beginnings of Kingsland brand
Before Kingsland became the team of 35 people, including the production bureau in Hong Kong and magazine office in Denmark - Kingsrød was planning on selling her products only during competitions, in which she was taking part as a jumping rider. She wanted to place her stand at the back of the horse trailer.
"At the beginning, I didn't think it would be something that I can earn my living on. I wanted to make things that would be useful for riders. For example, water-resistant trousers that you can wear on breeches on rainy days. Later I started making knee socks for competitions and padded jackets. Nobody was making them back then. Now everybody does. Many of my ideas were risky."
The idea of "Kingsland" name came to Lin during a stay at Paula Schockemöhle's - a wonderful breeder and coach, in Germany, where she went with her husband.
Kingsrød's friend, Sølvi Ann Waldeland, was producing clothes of various brands in Hong Kong at that time. She was the one who suggested Kingsrød to start designing clothing for horse riding. Kingsrød and Waldeland began their collaboration, starting breeches production, and then introducing other products.
Initially, in order to promote her products, Kingsrød and her husband were giving it out to their equestrians friends and colleagues - competitors such as John Whitaker, hoping for publicity.
"I knew John Whitaker, because we took part in the same competitions. We also gave out some of the trousers and jackets to a group of the best Norwegian riders. Kingsland became a bit more popular," Lin humbly says. "I remember getting my first big order by fax on 400 pairs of breeches! I think it was the moment when I and my husband had suddenly realised that we can make any money on this."
source: kingslandequestrian.com
Kingsland still cooperates with a group of the best riders - brand's ambassadors, such as: Marlon Modolo Zanotelli (BEL), Gregory Wathelet (BEL), Laura Graves (USA), Geir Gulliksen (NOR), Carl Hester (GBR), Alan Davies (BEL), Anna Kasprzak (DEN) and Charlotte Dujardin (GBR).
"Most of these riders are so popular and honored in sport that they can choose in brands, who they want to, and who they don't want to cooperate with. It is very nice they have chosen us."
It is important for Lin that riders serve as models in campaigns and photo shoots. She doesn't like models not involved with equestrianism, who don't understand the idea of created by her products.
"Models from the high fashion world would fit the campaign, if we change Kingsland into Gucci," Lin comments with laughter.
Collaboration with Charlotte Dujardin
One of Kingsland model and faces is Charlotte Dujardin for a few seasons. However, this year she also became a co-creator of the special collections Dressage by Charlotte Dujardin: summer 2016 and winter 2016. It was a brand new experience for Charlotte. The summer 2016 collection was positively received by the customers. Both of Dressage by Charlotte Dujardin collections are abound in soft colours, such as: black, white, grey, shades of blue, and brown. They are also characterised with simple cuts, which makes them very classic and timeless. Their quality and scarce decorations are also impressive.
What does Charlotte herself say about the collaboration?
„Dressage requires self-discipline, seeking harmony with the horse and hard work. Kingsland Team, while creating its products, remembers about these values, at the same time paying attention to details and quality. Our collaboration at the latest collection was a wonderful experience for me. We focused on creating things that would be fashionable, useful and stylish all at the same time.”
(Charlotte Dujardin about Dressage by Charlottte Dujardin Summer 2016 collection)
source: kingslandequestrian.com
When did Lin think "it worked!" for the first time?
"When I saw riders wearing my clothes. Not the riders we presented with various products so they could promote them, but people who spent their money on the products and made a choice: they chose Kingsland over other brands."
Currently Kingsland launches four collections a year. Kingsrød still takes part in creating each one of them, sharing the job with design team. She was paying attention to clothes even as a child, but she was more interested in drawing them and creating things ex nihilo.
"I had the best grades from art in school. All I was doing had to be a 110%. Am I still a perfectionist? A little. I have to be fully satisfied with the project. It's the same with horses. You always have to feel that not only your horse, but also you did a great job during training."
source: kingslandequestrian.com
Until November 2015, Kingsrød had a 5 year break from horse riding. During Christmas 2007 she had a serious accident: one of the horses kicked her and her husband found her lying unconscious on a pasture and called for help. Lin was transported to a hospital in a helicopter. It turned out that her skull was fractured and its pieces got stuck in her brain.
"They told me later that if I had come 30 minutes later to the hospital, I wouldn't have survived. I was in the hospital for almost three months. I was banned from riding for at least a year. Then I got pregnant for the third time, having two little kids, a lot of work in Kingsland, my husband was often gone, because he was taking part in competitions, so it was really hard to find some time for riding," Lin recalls.
It is a bit ironic that the owner of an equestrian brand doesn't have time for regular horse riding. Currently, Kingsrød is keen on jumping, but she still rides quite rarely.
"I spend my free time with my children. My kids already have their own ponies right beside our house, so I don't miss horses so much, as I constantly have them around. My neighbour's 15-years-old daughter often comes by to ride with our Maria. Sometimes I watch them while they jump and I smile to myself, because it looks like a Kingsland mini-campaign. The girls wear pretty much everything with Kingsland logo: jackets, breeches, hats."
Lin admits that she gets creative crisis sometimes, as every designer does. What does she do then? She goes for a run. That helps her clear her mind.
"My husband still thinks I'm crazy, when I go running even when I'm tired. But it always works."
source: kingslandequestrian.com
Why Kingsland?
“Kingsland means quality. Not only when it comes to materials, but also shared values. It is about tradition and strength. I like people and things that look solid and durable, but also a bit elegant. And comfort is always crucial. My daughter once counter how many Converse shoes I have. 42 pairs! Comfort is also a key in riders' clothing," Lin says.
The latest Kingsland autumn/winter 2016 collection sticks to the DNA that Lin has given the brand. Some products from the collection are on our website. Soon we will have the whole collection in our shops - both our stores and on-line shop! We can't wait, can you? :)
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