By JESSICA SHANNON
Canter Culture was born out of a pandemic passion in 2020. Texan founders Lauren Baggett and Sarah Dahlberg set out to modernize equestrian apparel in a way that supports equestrian athletes while giving a nod to traditions in our sport.
Dahlberg lost her job as a result of the pandemic. She spent 20 years in marketing and public relations for theater, and the arts were one of the industries hit the hardest during the COVID-19 pandemic. Dahlberg, an amateur rider, partnered with USDF Silver Medalist and professional trainer Lauren Baggett to create Canter Culture. “Lauren had always thought it would be fun to do an equestrian clothing line that was a little bit different from what you can find out there now. She was tired of only being able to buy the five neutrals [colors] that you can typically find breeches in,” says Dahlberg.
While Baggett had the entrepreneurial bug, Dahlberg had the dream to work in the horse industry, or what she refers to as her “passion industry.” Together, they create breeches that are set apart from the rest.
Modernizing Tradition
Dahlberg and Baggett had very specific ideas on what they wanted to create. “We wanted to make a riding tight that was high quality with an impeccable fit, was flattering on all body types, and super comfortable, but also stylish in that it would come in really cool colors and patterns, which we couldn’t find in any other company.” says Dahlberg. After a lot of online research and fabric testing, they were able to launch their Athletic Breech in January 2023.
Canter Culture’s flagship product, their athletic breech, first hit their website in black, white, orange, and a black and white houndstooth pattern that sold out within three months. The houndstooth breech remains a popular item with multiple restocks. “Everyone wanted that houndstooth breech, and we thought, ‘Wow! I think we have something here!’” says Dahlberg. Patterns are unique in breeches, and Canter Culture has since designed plaids, polka dots, and animal prints, customized with Pantone colors selected by their team.
The reviews, whether they are in Dahlberg’s email inbox, on the website, or on social media, are glowing. “Almost daily, people are saying that these are their new favorite breeches…our fabric is really special. It’s custom-knit for us.” Canter Culture uses a silk-soft compression fabric for their breeches, and they focus on a high-waisted tight due to how flattering and comfortable that rise is for most people.
In addition to their comfortable, fun breeches, Canter Culture recently released a sun shirt, belt, socks, and other accessories. The sun shirts come in three neutral colors that allow riders to create multiple outfits with their patterned breeches.
Their creativity does not stop at plaids and polka dots, and their sun shirts may look basic, but that is not the case. Canter Culture’s sun shirt has an innovative detail on both sleeves: a watch window. A rider’s smartwatch sits in the watch window, allowing you to stay safe and connected without having to push your sleeve or move your glove in order to get a peek at your watch. Dahlberg and Baggett want their creations to adjust with the times while acknowledging the traditions of our sport.
Like the sun shirt, Canter Culture designed their elastic belt and socks in neutral colors to be mixed and matched with their colorful breeches. The belt’s circle is reminiscent of their logo, and the socks have a vintage athletic look to them. Canter Culture’s sourced belt and uniquely designed shirts and breeches are meant for endless riding outfit inspiration.
Athletes of All Types
Both Dahlberg and Baggett have struggled finding clothes that look good, and they want to ensure their riding apparel line looks great on all body types. They use a universal design that looks good on many bodies, and the fabric is flexible to fit multiple sizes. For instance, Canter Culture’s extra large breech fits up to a size 20, but a size 16 and size 18 rider can wear them, too. Dahlberg says, “We designed our breech so that riders of all shapes and sizes could fit into them and look beautiful. It was important to us because of our own struggles finding clothes that we liked that looked good on us, neither of us having ‘traditional’ equestrian body types.” She adds that they plan to add an XXL next year, and petite riders can already find a special size for them on Canter Culture’s website.
Canter Culture chose their breeches to be pull-on tights because of the flexibility that tights offer in sizing. Baggett and Dahlberg believe that the high and wide waistband of Canter Culture’s pull-on breeches are much more universally flattering, as oppsoed to thin waistbands or low- and mid-rises that are not necessarily great for all body types.
Size is not the only area in which Canter Culture aims to be inclusive. Their price point was derived from market research and a goal to be competitive with similar brands. Their fabric is high-end, the designs are intricately detailed, but they keep in mind that their breech is still classified as a tight, and they want to be competitive in a growing market. Seasonal sales and older colors are on sale to help the budget-conscious rider.
Dressed for Sport
“We are athletes. Riding is a sport,” says Dahlberg. As equestrians themselves, Baggett and Dahlberg know firsthand that riders are active, constantly moving their bodies and working hard, and they want their brand to be true athletic apparel. Canter Culture designs their clothes to work for the rider in the same way that apparel designed for runners, yogis, and ball players work for them. “That’s our mission. We are working to modernize equestrian apparel by designing our clothing to be both supremely comfortable and athletically functional, while also introducing fresh looks and styles for riders tired of the status quo,” says Dahlberg.
Dahlberg and her daughter both ride in Canter Culture breeches. Baggett rides multiple horses each day as a professional, and her brightly colored pull-on tights stand the test, keeping her cool even in the Texas heat. They kept the scorching Texas heat in mind when choosing their fabric for both their breeches and sun shirt. Their triple thick silicone stays sticky longer than many other silicone breeches, and their shape remains intact, ride after ride.
Baggett and Dahlberg tried out different fabrics before settling on the movable and comfortable fabric of their breeches. Their quality control tests helped them find fabric that does not pill, sag, or lose its shape over time, and is incredibly durable.
BUILDING A BRAND
It is incredibly difficult to start a riding apparel company, and Dahlberg finds that word of mouth and social media play an integral part in their growth. Part of what has helped them is how riders are having fun styling their breeches as non-barn apparel by pairing their patterned breeches with heels and a cute top or jacket for outside-the-barn fun with friends. “We know that riders basically live in their riding clothes. So we’ve made it easier to go from the office to the barn to drinks with friends without feeling self-conscious about showing up in barn clothes,” says Dahlberg.
Canter Culture also has two programs riders can be a part of that help promote their brand. They have sponsored riders from all disciplines, including eventing, dressage, hunter, jumper, and saddle seat. They are always looking for new riders to sponsor. Dahlberg also emphasizes the importance of their ambassador program. Anyone can apply to be an ambassador. Ambassadors receive a discount code to share with their friends and social media followers. The code provides a 15% discount for the ambassador’s friends and followers. Sales on the code earn the ambassador a commission, and with the discount plus commission, the ambassadors get a sizable discount on Canter Culture products so they can more affordably promote the brand.
Both the Ambassador and Sponsored Rider programs are wonderful ways to spread the word about Canter Culture’s modern yet traditional athletic rider apparel, and a great way to support an up-and-coming women-owned business.
Dahlberg brings their pop-up shop to major horse shows across the country, and she will be at the AEC’s and Dressage at Devon this year, and at the Scottsdale Arabian Show and Kentucky-Three-Day Event next year. She finds face to face time with riders to be incredibly beneficial. Riders get a chance to feel their high-end fabric, try on their dsigns, and experience how flattering their apparel is on every body type. She also loves chatting with fellow equestrians from all over the country. “It’s such a cool experience to get to meet all these interesting and diverse women who all share the same passion—the love of horses,” says Dahlberg.
Dahlberg thinks fondly of her late parents and how proud the would be of her. She is living her horse girl dream with a trusted partner in Baggett. Dahlberg says, “I wish they were here to see what we’ve done. It’s pretty exciting. But what’s most exciting is making a difference in the equestrian fashion space with our brand. The industry is very traditional, and we aim to honor that traditional aesthetic, vibe and feel, while also putting our own unique spin on things. And I think it’s going well so far!”
