86 SIDELINES AUGUST 2013
FOR HORSE PEOPLE • ABOUT HORSE PEOPLE
By Dani Moritz
Created in the image of the fashion brand Kyra K, an
equestrian apparel brand developed with the inspiration
of six-time Olympian Kyra Kyrklund, Gersemi has taken
its place among top equestrian brands.
Jan Alexandersson, president and founder of
Gersemi, established the brand in 2008 after he had
an amicable parting of ways with the Kyra K brand,
which he also helped develop. Gersemi, which follows
a similar vision as Kyra K, launched its first collection in
the spring of 2009.
Jan comes from an equestrian family, so he knows
what riders want. His parents were breeders from the
time he was born until their retirement, his sister was
the Chef d’Equipe for the Swedish dressage team for
more than 10 years and he worked as a groom and
instructor before entering the world of equestrian retail
in 1975.
Based in Sweden, his new high fashion women’s
equestrian label is named after the Norse goddess
Gersemi, whose name is synonymous with beauty. The
goddess is also known to embrace the strength and
serenity that radiates from within horses, so it makes
sense that the brand is named after her.
Jan says the name was chosen because it symbolizes
what Gersemi aims to inspire – beauty. “We thought
that was a good name for a brand because that’s what
we want to do and that’s what we want people to feel
when they wear it.”
Keeping in line with the innovative style of its roots
with Kyra K, Gersemi blends fashion and function to
create a unique brand that adds a touch of style to
equestrian sports. Gersemi introduces two collections
every year, in addition to standard items like show
jackets and breeches.
“The style of the brand is functional, but fashionable,”
said Jan. “I would say we are probably the most
fashionable brand in the equestrian industry. We always
have more functional pieces and then more fashionable
Gersemi
Inspires
Luxurious
Beauty
Gersemi outerwear makes a fashionable statement.
Photo courtesy of Gersemi
Maricela and Jan Alexandersson
with fashions from their Gersemi
collection.
Photo by Jørgen Bak Rasmussen
e
Fashion
