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 pieces in the collections.”
Jan says the brand is also unique in that it is known for its garments showcasing extensive detail that is not usually found in equestrian apparel.
“Standard for Gersemi is the higher end fabrics and attention paid to what other brands may see as extras – from interior cell phone pockets, to velvet trim on inside seams, soft pocket lining and luxurious linings,” said Maricela Alexandersson. Maricela doubles as Jan’s wife and a Gersemi designer. She has been designing for the brand since 2011. Maricela works hard to create apparel that offers trendy looks without forfeiting comfort or usability by utilizing fabrics that offer flexibility, breathability and suitability for the various seasons.
“We aim to change the way people look at specialty apparel when it comes to riding clothes,” said Maricela. “We want the consumer to wear our clothes not only at the barn, but make our clothes fashionable enough to be able to wear them around town.”
The brand is also all-inclusive and draws in a wide variety of customers. “I would say Gersemi goes for all English riders,” said Jan. “We even have western riders that use our brand.”
Gersemi may be a relatively new name to the equestrian industry, buts it foundation offers a promising future for this fashion forward company.
For more information about Gersemi, or to browse its collections, visit Gersemi.se.