MaggieMilrey began as Equipad—can you share the story of its evolution and what inspired the new name?
I started Equipad a decade ago. I was so young at the time, only 17 and just obsessed with the idea of starting my own equestrian brand. I didn’t think a ton about the name, it was honestly one of the first ones that came to mind. From that moment on, I spent the last 10 years growing the brand as Equipad but in that time, I was also growing as a founder personally. Creating one of the best equestrian brands in the market is a life goal of mine and I felt for a few years a shift both personally, in the business and in the market too and toiled with changing the name for atleast 24 months before making the change. I’d be lying if I said it was an easy change, I think everyone around me thought it was the worst decision I could make but now I’m out on the other side and we have achieved everything we wanted from the rebrand in a short few months. As a founder, I am comfortable taking big risks when they feel right and I am so excited for this new evolution of the brand!
What was the first spark that made you think, “I can create something fresh in equestrian design”?
I’ve been a horse rider my whole life. I’ve had the privilege of growing up in the age of social media and seeing brands come and go. Personally, my biggest strength as a founder and creative is seeing gaps in markets and trends before they happen and I’ve just always trusted that intuition which has always allowed me to create something “fresh”.
Growing up (or starting out) in the horse world, were there design details you felt were missing in everyday riding essentials?
When I was younger, I never really felt anything was missing but as I’ve grown older, I’ve realised that even when I’m not in the saddle, I still find myself thinking about the next ride, the next time I get to spend at the barn, the next lesson and so on. That space between rides is where Milrey lives. We’re designing for riders time in and out of the saddle, as well as the growing audience that’s inspired by a life with horses.
Equestrians are notoriously detail-oriented—how do you merge technical performance with timeless design?
By being my target audience! I know how generic this sounds, but product quality is really one of the important things when it comes to the design process at Milrey. I love getting lost in the details, for me I always think, what we’re creating is the first thing someone bought from our brand, how do we make it so good they want to come back for more.
What elements of craftsmanship are most important to you when bringing a product to life?
Fabric and details, we’re horse girls and regardless of if it’s PJs, a sweatshirt, or a pair of trail pants, we’re a brand that builds products at the end of the day, and our customers’ experience from the first time they put on a Milrey piece is arguably the most important.
Horses influence so much of how we live—what role do they play in shaping your creative vision?
They are the vision! Milrey is for the equestrian lifestyle, not just the two hours you spend riding but the entire world that orbits around it. The early mornings, the late-night barn checks, the drive-thru runs still in your boots. Horses shape how we move through the world, and I want our designs to honor that in a way that feels authentic, not performative.
Beyond function, equestrian gear often becomes part of our personal style. How does Milrey embrace that intersection of fashion and sport?
We don’t treat them as separate. Your barn outfit shouldn’t be something you’re embarrassed to wear to coffee after. We’re designing pieces that transition seamlessly because that’s how we actually live. I’m not interested in making “technical gear” that only works in one setting. Milrey is for the rider who wants to look put-together whether they’re lunging their horse or meeting a friend for brunch.
Your customers are clearly devoted—what feedback have you received that has shaped the brand?
Community has been our #1 focus from day 1 a decade ago. With feedback, honestly the good and the bad from current customers is something we take seriously. Some of our best product iterations have come from customers telling us exactly where we missed the mark. I’d rather hear the truth and improve than exist in an echo chamber.
As Milrey grows, what can we expect to see next—new products, collaborations, or perhaps lifestyle pieces beyond the barn?
Are you in our HQ??? Pretty much all of the above. I recently moved to California from Australia to pursue scaling the brand, we’ve got a few key IRL events planned, collabs and are also expanding our categories. Creating for riders lives both in and out of the saddle. On top of that we are also raising capital to accelerate our growth and already strong brand positioning in the US market.
If you could see one of your designs used anywhere in the world, where would it be?
Honestly? On someone’s everyday, not just the Instagram moment but the real, unglamorous, beautiful chaos of equestrian life. In the truck on the way to a show at 4 AM. Thrown over a stall door. Worn so much it’s perfectly broken in. That’s the dream, to be part of the fabric of riders’ actual lives, not just their highlight reels.
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