One Horse Threads

My experience building an online store for equestrian-themed merchandise that currently observes a conversion rate of 2.5%. I founded this business for curated equestrian graphic apparel and accessories. The designs are uniquely equestrian themed, and mix elements of repurposed vintage illustrations and modern graphic design. Since 2013 One Horse Threads has grown from a small retail only website to the evolving and fashion forward brand now seen in stores through out the USA and Canada. The project consists of brand identity, catalog design, product design, Shopify web design, and CMS.

The company’s success lies in its ability to deliver messaging that resonates with female horse lovers. With clever and poignant sentiments, they remind equestrians how much they love their four legged friend! The major ingredient in One Horse Threads is the modern and trendy feel of the graphics. From spending a lot of time in the equestrian industry, I found a gap in the market for womens apparel. Many of the brands on the market were offering graphic t-shirts, but they were geared towards children. Most of the product on the market was too childish and not fulfilling the needs of women age 20+.

All apparel and gift items were designed in Adobe Illustrator.

I developed the website through Shopify. All email campaigns were designed in Mailchimp. Graphics were designed using Adobe Photoshop and XD.

I designed seven seasons of print and digital catalogs. I designed the layouts in Adobe Indesign.

It’s been six years since launch and One Horse Threads has sold to thousands of customers all over the world. One Horse Threads currently observes a customer retention rate of over 17.6% with 1,000+ active weekly sessions and a conversion rate of 2.5% (more than the industry average on Shopify). The brand has also become prominent on ETSY with a conversion rate of 3.1%.  I stepped back from my role to pursue other career interests, but still manage this business as my side hustle.

With clever and poignant sentiments, they remind equestrians how much they love their four legged friend! The major ingredient in One Horse Threads is the modern and trendy feel of the graphics. From spending a lot of time in the equestrian industry, I found a gap in the market for womens apparel. Many of the brands on the market were offering graphic t-shirts, but they were geared towards children. Most of the product on the market was too childish and not fulfilling the needs of women age 20+.