1.) What inspired you to start TKEQ?

I really wanted to gain some work experience as I was applying to Universities for Business School. My primary residence is in Alberta, but I train and compete in B.C. for most of the year, so I knew I had to come up with a creative solution in order to work regardless of where I am based. I have always loved fashion, and thought it was a great fit for starting an e-commerce business. Since my life is based in the horse world, designing equestrian inspired apparel is great mix of my two passions.

2.) TKEQ is specifically known for witty horse show related quotes. Who is behind the creative process and deciding what reaches the consumer?

I am the creative force behind TKEQ. I personally make all of the decisions relating to the selections of the quotes, graphic design of the fonts, garment styles, and color choices. I test the shirts to make sure the fit works for my style, as well as being comfortable to wear when riding. The overall aesthetics of TKEQ has been carefully curated to represent my riding experience I enjoy the traditions of the Hunters and the precision of the equitation classes. That being said, I also want to offer positive messages that focus on building confidence but are also fun. All equestrians, regardless of their discipline, somehow relate to my shirts.

(L to R) Squad goals! Jenna wears “I Make It Look Easy” and Paige rocks our popular “BIG EQ” shirt. Kaelyn the “RING LEADER” and Taylor “I got this” both display their Mane Jane belts. Finally, Matt sports the men’s “Game Face” tee in classic black and Taylor wears “GOOD EQ”.

3.) Who is involved in running TKEQ?

I am grateful to have my mom helping me with the business side of TKEQ. I am in my last year as a junior rider, so technically I needed an adult for all of the legal aspects of starting a company. Luckily she has been a big supporter of TKEQ, and has encouraged me to dream big!

4.) What is the most challenging part of running your own business?

The most challenging part of running my business is adjusting to it’s growth. The learning curve has been interesting, but I have found many amazing mentors along the way. We recently did Mother’s Day collaboration with Amy from Hunt Seat Paper Co, which was great fun and we are partnering with Shelby from Mane Jane to do a pop-up shop at the Spruce Meadows Masters this September. I have been overwhelmed with the positive feedback within the equestrian business community. It is really amazing to see your product worn or incorporated by someone who believes in what you are doing. Now I am trying to adjust as the consumer level increases to ensure that our products, and customer service stays at the same level.

5.) What differentiates your TKEQ from others in the same category?

There are a couple of details that differentiates TKEQ from other shirt brands. I think the most oblivious is the understated approach to the design. Our designs are more modern in their color palette and linear graphics. The style of our tees is very rider friendly, with a tapered fit, and conservative crewneck. The fit allows for a streamline look with enough length to neatly tuck into your breeches. TKEQ is not mass- produced but rather hand printed in small batches, ensuring quality over quantity. Most of our tees are 100% cotton, but I am testing some performance fabrics for long sleeve schooling shirts. All orders are inspected and packed by hand. I wanted to ensure that when you receive your order that it is better then you expected.

Jenna is wearing “Three Ring Wonder” with her horse, Diar.

6.) What is your connection to the equestrian lifestyle?

Horses have been part of my life since I was five. My mom also rode, and together we were known as Team Kennedy, which later was shortened to “TK”. We had so much fun showing together until I started to compete in the higher levels and she became my groom. For the past three years, I have been competing in the Junior Hunters and Equitation Medals. I moved to Langley, B.C. in 2016 in order to compete in the USHJA divisions. Last year, I purchased EZ (Easy Street) who is competing in the Second Year Green, Junior Hunter and Derbies. This is my last year riding as a junior, and I hope to continue riding as an A/O next year.

Easy Street and Kaelyn competing in the Hunter Ring at the April Season Opener, 2017

7.) TKEQ gives 10% of profits to the EQUUS Foundation? Why did you make this decision?

I am so proud to be part of the EQUUS Foundation, their focus is helping at-risk horses stay safe, working and loved. My family has a modest horse budget and I was never given a “made” horse. Most of the horses I have had throughout my riding career have been horses that were past their prime and looking for second careers. I have been so fortunate to not only achieve great success (Nationally) with these horses but also help them find their forever homes. It is so important that I can help to improve equine welfare by donating a portion of our profits.