Top dressage rider Damian Hallam is to be sponsored by online retailer Dressage Deluxe.
With the help of Damian, the company aims to target a male audience and promote equestrian outfits for men.
“Dressage Deluxe are rapidly becoming well known amongst female riders but it’s also our mission to get those male riders smartening up their act,” said managing director Alison Nye-Warden.
“Hopefully we will show guys that everyone can look good in riding gear.”
Damian has won over 15 national titles and received a silver medal for Great Britain in 2005 at the World Young Horse Championships with Tony and Sarah Pidgley’s ‘Spirit Freedom’.
He currently has horses ranging from novice to grand prix.
“I have some really exciting horses coming through this year, so to have the support Dresssage Deluxe is a privilege,” he said.
“Plus they also do a great range of stylish men’s attire too, which ahead of a busy summer competing means that I can ensure that when I am competing, I can still look fashionable!”
