EXCLUSIVE: The founder behind Britain’s most influential countryside trend success story reveals how his imaginative and prescient and ambition reshaped fashionable race-day type.
Zara Tindall and racegoers depend on Fairfax & Favor at Cheltenham (Picture: Getty) This text accommodates affiliate hyperlinks, we’ll obtain a fee on any gross sales we generate from it. Be taught extra
The countdown to Cheltenham is formally on – and few manufacturers are as intrinsically linked to the Pageant’s fashionable aesthetic as Fairfax & Favor. As soon as a countryside start-up with a transparent imaginative and prescient, it has advanced right into a defining pressure inside British race-day type, worn by high-profile figures and style-conscious attendees alike.
Amongst them is Zara Tindall, named a model ambassador in 2025, who has since woven the label seamlessly into her racing wardrobe, commonly stepping out in its signature boots, tailor-made coats and structured luggage at key occasions throughout the season.
As Cheltenham Pageant returns to Gloucestershire from Tuesday tenth to thirteenth March, the model’s stand is ready to welcome 1000’s throughout the four-day occasion.
In an unique interview with the Every day Specific forward of the high-stakes week, founder Marcus Fairfax Fountaine mirrored on how his label moved from rural idea to a central participant on the pinnacle of the racing calendar – shaping not simply what racegoers put on, however the wider narrative of contemporary British nation type.
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Cheltenham Pageant attracts race goers from throughout the nation together with the royal household (Picture: Getty)
For Marcus, the story has by no means been about merely promoting a world-famous boot. It has been about constructing a presence and real buyer connection.
Unusually for the founding father of a heritage label, he might be on the bottom at Cheltenham himself, making occasional appearances on the stand and assembly racegoers nose to nose.
In an business the place many founders stay behind the scenes, Marcus insists staying intently related to his prospects is the place his coronary heart actually lies.
Talking of his stand on the races he stated: “I actually just like the reveals, and assembly our prospects at occasions. I get pleasure from that buyer relationship. I actually get pleasure from that buyer response.’ “Nothing makes me extra fulfilled than seeing in individual, somebody getting their first pair of trainers and so they match. Them being so stunned about how comfortable they’re, how properly they match,” he added.
Behind the theatre and buyer connection lies a pointy understanding of how type evolves. By mixing craftsmanship with cultural relevance, Marcus has carved out a defining house for Fairfax & Favor within the fashionable period – proving {that a} countryside model can really feel each heritage-rooted and culturally present on a nationwide stage.
When the Pageant gates open on Tuesday tenth March, and 1000’s descend on Cheltenham in Gloucestershire, Fairfax & Favor will as soon as once more sit on the centre of the sphere – not merely dressing racegoers, however influencing the broader narrative of contemporary British nation trend.
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