Kaelyn Kennedy is Creative Director of equestrian lifestyle apparel company TKEQ, founded on her years of show experience on the “A” circuit.
When I decided to start my “How I Equestrian” interview series, Kaelyn was on the top of my shortlist. I wanted to get her take on the equestrian apparel community and hear what she had to say about starting a small business as a teenager. My hope is that her story will inspire you and help you realize that it’s never too early (or late) to pursue your dreams of being an equine business owner.
Let’s take a look at what this ambitious young equestrianista entrepreneur had to say:
1. I’m obsessed with TKEQ. What’s the background story on how you got started with your business?
Thank you so much! I have always loved the idea of fashion. My mother (who has a huge influence on me) actually went to design school; looking at all of her drawings and designs made me fall in love! When I was younger, lets just say I had a growth spurt very early so I believed a NYFW Runway had my name on it. Sadly, at a staggering 5’4”, my growth spurt was short lived! As I became more involved in the riding world I found that there wasn’t a casual equestrian brand that was styled and fitted as the Italian show brands were. It was almost a missing piece to the puzzle and that’s really how TKEQ the shop came into play
2. How would you describe who you are and what you do?
For starters, I am definitely not a one-trick pony! From the beginning, I really have been doing a bit of everything when it comes to TKEQ. Designing, marketing, organizing, customer service, starring in a photo shoot and directing photo shoots are just some of the area I find myself in. Building a brand is very testing, especially at a young age. A lot of what I do is learned through trial and error but I sure have fun doing it!
3. TKEQ… tell us about that name.
This is my favorite question to be asked! My mother and I actually use to compete together. We had a small string of horses from 2010 to mid – 2013! Trainers, riders and friends on the show circuit always would refer to us as ‘Team Kennedy’ then it became ‘TK’. Long story short, it means ‘Team Kennedy Equine’. I thought it was a fun title with lots of room for growth with a following brand.
4. How has your work evolved since you began?
I have definitely become more involved with work since the beginning. When I launched TKEQ, I had just moved to British Columbia from Alberta for riding! My location definitely affected how hands on I could be. Everything I worked on for the following year involved a lot of phone calls and emails since everyone I worked with were in a different province! Thank goodness my mother was there to help but it was challenging nonetheless. Now that I have moved back, I am definitely taking back the reins for day-to-day business.
5. If you could go back and tell yourself one thing before beginning TKEQ what would it be?
I would tell myself to not be afraid to make mistakes. Personally, I am a perfectionist and worry wart (cute, right?), which really takes a toll when you’re launching a company and making products for other people. Over my journey with TKEQ, I have really learned more from situations with less than ideal results than situations where perfection is achieved immediately! That would be some advice to girls starting companies or brands. It is important for growth to trust yourself and your instincts. It is completely normal to make mistakes and have set backs when you’re doing something new but in the long run it helps to go back to the drawing board and make improvements!
6. What was the biggest rookie mistake you made when just starting out?
I really expected trades as well as other professionals I worked with to be professional and have things ready to meet deadlines. In the beginning, I found it difficult to find trades who were as committed to the success of TKEQ as I was. Time after time, I seemed to be having designs altered and extending timelines for trades as well as having to hound people for any sort of communication or response. That was a huge wake up call for me to not be passive!
7. Your shirts are nothing if not vocal. How do you feel about our generation using shirts to make a statement?
I love to see our generation making a statement with vocal tees. Vocal tees can take a simple outfit, street or stable style, to a new level. Fashion is a wonderful medium to use for self expression and vocal tees have become increasingly popular across many brands. I think sometimes people forget that for a tee to be vocal, it doesn’t have to be covered in text! Minimalistic printed text, even embroidery really makes the biggest statement in my opinion!
8. What is your design process? Do you crowd source the shirt messaging from your community? Your team? Or is it more of a solo process?
When it comes to colours, I like to stay very monochromatic! My design process mostly involved the 2-legged and 4-legged friends I have met during my journey on the A Circuit. For example, the shirt “GOOD EQ BAD ATTITUDE” was inspired by an equitation horse I use to lease. When we went into our first Medal flat class, I quickly found out that he severely disliked them. After lots of bucking, bolting, spinning and prancing, we were excused from the class. I had the “good EQ” and he had the “bad attitude”.
9. Which of your shirt slogans is your personal favorite?
I love them all but ‘SHOW GIRL’ is my personal favorite, especially as a cozy hoodie! However, we’re introducing a new embroidered slogan, “high standards”, on a new nude colour sweatshirt that will definitely rival the ‘SHOW GIRL’ hoodie for me.
10. Which has been your most successful to date?
Our most successful slogan is “Cute Mover”! This was one of our first slogans to be released but was originally printed instead of embroidered. Ever since we made the change to embroidery, our ‘Cute Mover’ sweatshirts have been flying out of the shop
11. What was the biggest inspiration behind your #RideLikeAGirl tee?
Our #ridelikeagirl tee was directed towards highlighting female riders. I love to celebrate success of females in this incredible sport! As equestrians, ribbons and titles don’t always measure our success! Many times it is measured by overcoming adversity along your journey. In November 2017, we highlighted several female riders with inspiring stories through our #ridelikeagirl campaign. It is humbling to learn the personal or physical challenges that these riders conquered.
12. How do you want female equestrians to feel when wearing your clothes?
I really want female equestrians to feel confident when wearing their TKEQ gear! It is so important for young girls to maintain their carefree and confident approach to horses and riding during the challenging teenage years. For me, the judgment from non-equestrians towards my sport really undermined my confidence and pride in my achievements.
13. If TKEQ could have any celebrity equestrian spokes model, who would it be?
I would love to have Kaley Cuoco as TKEQ’s spokes model! I admire her riding achievements, which are happening later in life, as well as her love of animals and witty nature! I think she really encompasses the true spirit of TKEQ.
14. What role do you think social media plays in equestrian fashion today?
Social media definitely influences equestrian fashion. I find it helps with inspiration and to see how others style different pieces! Plus it’s always helpful to see what colours and styles are popping this season. Plus there are lots of boutiques on social media that offer chic items (@valentineequine is my fave!!) that are different from the main brands regularly found in tack stores!
15. What can we expect from you in the future?
Lots of expansion for TKEQ! Firstly, our Pony Kid Collection will be growing after its great response from all the sophisticated Pony riders. Then I am working to launch an accessories line as well as more fashion directed pieces!
