Cotswold Fox was born in Cirencester, the Capital of the Cotswolds in 2021, with a simple idea: to create beautifully made, easy-to-wear country clothing that felt just as at home in town as it did in the countryside.

I was incredibly lucky to grow up in the Cotswolds surrounded by family, horses and far too many animals. My mum first put me on a pony when I was four, and from then on horses became a huge part of my life.

I went on to compete in showjumping and eventing, eventually competing internationally. I loved the sport, but I also loved the lifestyle around it. Early mornings at the yard, muddy weekends, country pubs, university days and being outside as much as possible.

Me with my first pony.

Recently competing on my horse, Sammy.

Where it began

Cotswold Fox started in 2021 while I was studying Business at the Royal Agricultural University in Cirencester.

One of my university assignments was to create a business plan for a start-up. At the time, I was competing regularly and working with several equestrian clothing brands, but I could never quite find the clothes I actually wanted to wear.

I wanted pieces that were practical enough for life around horses, but smart and relaxed enough to wear to lectures, the pub or out for the day. They needed to be great quality, flattering, colourful and, as a student, still reasonably priced.

That idea became Cotswold Fox.

Packing the first orders in my parents' spare room.

Why Cotswold Fox?

The name combines two things very close to me.

Cotswold comes from the place where I grew up and where the brand was created.

Fox comes from one of the most special ponies I’ve ever owned, Brakefield Firefox, or Foxy, who has been part of our family since I was 12.

I started with very little beyond an idea, a laptop and a lot of enthusiasm. The first orders were packed from my parents’ spare room, and I built the first Cotswold Fox website myself while finishing university.

After graduating, I took a full-time job at a global law firm in Cheltenham and London and built Cotswold Fox alongside it.

It wasn’t always easy balancing the two, but two years later I was able to leave my job and take the leap into running Cotswold Fox full-time.

Competing with Foxy in British Pony Trials, 2013.

From a spare room to a growing British brand

Since then, Cotswold Fox has grown far beyond what I imagined when I was packing those first orders at my parents’ house.

Today, we design our collections from our home in the Cotswolds and send Cotswold Fox clothing to customers across the UK and further afield.

We’re now stocked by more than 35 retailers across the UK, from brilliant independent country and equestrian shops to our growing partnership with Mole Country Stores.

Our pop-up shops have become a huge part of Cotswold Fox too. Every year we pack up the stand and head to some of Britain’s best-loved country and equestrian events, including Badminton, Burghley, The Game Fair and many more.

In 2026, we launched our biggest collection yet and expanded into outerwear, knitwear and more of the pieces I had wanted Cotswold Fox to make for years.

The business may look very different to the one I started at university, but the idea behind it really hasn’t changed.

We want to make great-quality country clothing that feels fun, wearable and accessible. Clothes that you genuinely want to live in.

Our collections are still designed for the life that inspired Cotswold Fox in the first place. Mornings at the yard, dog walks, university, weekends in the countryside, pub lunches, sporting events and days when you just want to throw on a really good quarter zip.

A shoot for Country Life Magazine, featuring our Tetbury Quarter Zip.

Five years of Cotswold Fox

In 2026, Cotswold Fox turned five.

What started as a university business plan, with boxes of stock piled up in my parents’ house, has grown into a brand with thousands of customers, a growing team, retailers across the country and collections that I’m incredibly proud of.

There have been plenty of mistakes, lots of learning, some very long days and quite a few moments where I’ve wondered what on earth I’m doing. But I wouldn’t change it.

The thing I’m proudest of is the community that has grown around Cotswold Fox.

Seeing someone wearing one of our quarter zips at an event, spotting a Cotswold Fox parcel being opened on TikTok, meeting customers who have been shopping with us since the very beginning, or hearing that someone has recommended us to a friend still feels incredibly special.

Every order, message, photograph, event visit and recommendation has helped us build Cotswold Fox into what it is today.

And we’re only just getting started.

Thank you so much for being part of it.

Lots of love,
Jemima x