JuulC 15 Years – From an Idea to a Global Brand

JuulC 15 Years – From an Idea to a Global Brand

15 years ago, my journey with JuulC began. What started as a creative dream and a leap of faith has grown into an internationally respected brand in the equestrian world.

In 2009, the competition clothing regulations for dressage riders changed, and I saw an opportunity. I missed stylish, luxurious competition jackets and decided to create them myself. Without a background in fashion but with a strong vision and attention to detail, I founded Juuls Jackets—fully customized competition jackets for top riders. Today, that brand has evolved into JuulC, known worldwide for its quality and innovation.

From Custom Tailoring to a Global Brand

What started as tailor-made exclusivity has grown into a high-end collection, now available in stores worldwide and worn by elite riders. JuulC represents style, innovation, and quality—values that have been at the heart of my brand from day one.

My passion is to create competition jackets that are not only elegant and stylish but also comfortable, functional, and sustainable. Riders inspire me to continuously innovate, ensuring the perfect fit, high-performance fabrics, and responsible material choices.

JuulC would not be where it is today without the riders who have proudly worn my brand from the very beginning. Their trust, enthusiasm, and loyalty have shaped JuulC into what it is today.

A heartfelt thank you to everyone who wears JuulC, believes in quality, and continues this journey with me.

JuulC – 15 years of style, performance & innovation.

Instagram: #JuulC15Years

XoXO Julien