From her popular Instagram, Warmbloods+Wine, Taryn Young has flourished into a successful apparel launch that has led to her latest collaboration, merging her Novella sunshirts with the household iconography of 5/A Baker plaid.
What started as a hobby Instagram account has blossomed into a successful business that’s changing how riders think about their apparel.
Social Media Beginnings
Young’s journey began with sharing her riding experiences and outfit choices. She soon caught the attention of major equestrian brands who began sending her products to model. As she collaborated with these companies, Young found herself consistently thinking about how she would improve their designs.
“I always found myself thinking I would tweak this. I’d make this longer,” Young recalls. “I don’t know, this is too plain. Like how do we make it better? As I kept doing this for other brands, I couldn’t help but think, why wouldn’t I try to do this on my own?”
Despite having no background in fashion, Young launched Novella Equestrian—a name inspired by the Italian word meaning “young and new and fresh,” which also incorporated her own last name. Her focus was creating a “fresh take on equestrian apparel” that was fun, age-appropriate for riders of all ages, and most importantly, size-inclusive.
Breaking Down Barriers
Young acknowledged two major issues in equestrian apparel: limited sizing and high prices. She intentionally designed Novella to address both concerns.
“Size inclusivity, that’s part of Novella. It’s extra extra small through extra extra large,” Young explains. “So you have junior riders, children riders, and then women who are a bit curvier. We can all rock the same style, and it looks good on every body type.”
As for pricing, Young admits her margins aren’t as high as they could be, but her priority is accessibility. While $100 for a shirt might still feel expensive to some, she’s committed to keeping prices as reasonable as possible for small-batch, custom equestrian wear. Her goal is ensuring that as many equestrians as possible can experience feeling confident in her designs.
The Baker Collaboration
The recent collaboration with 5/A Baker—a historic and widely recognized brand—represents a full-circle moment for Young. Baker approached her directly, requesting sunshirts that incorporated their iconic plaid pattern. Young presented four different designs, with variations in both color and style.
What makes the collaboration special is how it merges the historic with the contemporary. The team even resurrected a 150-year-old 5/A Baker logo found in their offices, incorporating it into the black version of the shirt. Each garment thoughtfully balances both brands’ identities, from the zipper featuring 5/A Baker’s logo to Novella’s branding on the arm.
Balancing Act
Behind the scenes, Young manages her growing brand while balancing her corporate career in the automotive industry and family life with young children. She credits her remote work arrangement with allowing her the flexibility to ride her horse, Rayne, a few times each week—something she considers essential self-care.
Young’s journey with Rayne parallels her business development. Starting with him as a “gangly four-year-old that knew nothing,” she trained him up to Grand Prix level, despite many saying they’d never reach that height. This experience of consistent work and perseverance has influenced her approach to business.
Looking Forward
As for what’s next for Novella, Young remains open to opportunities as they arise. Many of her products have come from solving problems identified by her engaged social media community. The Sarah Vest, for example, was created after followers requested compression wear for larger-busted riders.
The Baker collaboration appears to be just the beginning, with Young hinting at future Baker-Novella items on the horizon. From an Instagram account to a thriving brand with a major collaboration, Young’s journey demonstrates how hard work, creativity, and a genuine connection with your audience can transform a passion project into a successful business.
For Young, it all comes back to creating products she truly believes in: “I want to be addicted to that piece of clothing before launching it to other people. I’m not going to launch something that I don’t believe in or the quality is compromised.”
