About Us


Honest Riders started life in 2017 after our founder, Zoe Kiff decided to break free from traditional big brand rider wear.

Having worked in marketing for over 15 years, consulting and advising global brands, it was time to start following passions and dreams. Zoe has designed and created a range for real riders. She believes that you don’t just buy clothes, you buy ideas, good values and quality. Your clothes are a reflection of your own individual sense of style and beliefs. 

We really hope that ours are enough to want Honest Riders in your life...



Honest Riders represents an uprising. We want to satisfy a demand from the world’s equestrians for more transparency and ethically conscious shopping to support your passion – horse riding.

Our ethos is that equestrian style shouldn’t just look good, but do good too. All of our slogan range raises money for equine charities. Our products are also made with the environment in mind – fair wear certified, made from organic cotton and sweatshop free.

We choose cruelty-free natural products to use on our horses - why buy chemicals when you could buy natural products that are arguably more effective and kinder to the environment!

We also aim to use recyclable packaging wherever possible, so you'll notice your order will arrive in a cardboard box, with paper padding, or a lovely compostible postage bag.

Find out more about #RidersOnAMission here



Known for our high quality, organic fabrics, we always strive to strike a chord with honest riders worldwide. Our iconic slogan wear is designed to charm and spread a smile amongst those 'in the know'.

As well as the slogan sweatshirts, t-shirts and vests you know and love, we’re busy beavering away on NEW products which will be released very soon - sign up to our newsletter to be the first to hear...(form at the bottom of the page)



Our 'Hidden Gems' horse care range was curated by Zoe and some of her most trusted fellow equestrians to bring together the very best, most effective horse care products. Frustrated with searching for hours on forums, only to be misled by over-stated marketing claims, this range only includes products that do what they say they'll do!

In line with the Honest Riders ethos, these products are also made from natural ingredients. The majority of suppliers we have chosen to make their products in the UK, using human-grade ingredients. This means no nasty chemicals on you, or your horse. Finally and most importantly, none of the products we sell have been tested on animals. Here's to a cruelty-free future!



If you haven’t already, please give us a follow in social media (we do like a bit of social!) where we'll be revealing our latest offers, .

Plus, head over to the bottom of this page and sign up to our email newsletter to be the first to find out what we’re up to next...

(Ps. there's a discount code for your first order when you sign up!)

10% off your first order

We love treating our subscribers!

Join our VIP mailing list for the latest offers, exclusives, top tips and we'll send you a discount code...