Marcus Fairfax Fountaine has transformed the landscape of British countryside dressing, turning a childhood vision into one of the most recognisable heritage brands on the racing circuit. As Cheltenham Festival returns from Tuesday 10 to Friday 13^th March, the event will once again serve as the ultimate stage for equestrian elegance – and his label, Fairfax & Favor, will be firmly at its heart with a prominent stand among the racegoers.

What began as a gap in the market identified by two lifelong friends has evolved into a defining force in modern country style, bridging practicality and polish – as seen on the likes of Zara Tindall. Ahead of the event loved by the royal family, Marcus exclusively told the Daily Express how belief in that original vision reshaped rural fashion, and why its influence shows no sign of slowing down.

“I’ve always said it was not something I knew was going to happen. Felix [business partner, Felix Favor-Parker] and I had a vision. We had a vision and we believed in that,” he shared.

Marcus continued: “We were never sure whether people were going to like it, but we were clear we had a vision and we were going to do it.”

Reflecting on his lifelong friendship with Felix and their shared rural upbringing, he added: “We had a vision of what we felt was seriously lacking in the market and were determined to do our own thing… I’m very grateful that this worked,” before admitting, “I don’t think there was any guarantee that it was going to work.”

That conviction was rooted in a clear divide – a space between purely functional country clothing and fashion-led pieces that simply weren’t built for life beyond the pavement.

“So Felix and I were both born and raised in the country… it just became really obvious to me that there was this massive void between practical country clothing and footwear that was practical, but potentially quite unappealing, and then more fashionable items that just weren’t fit for purpose. There was a big gap in the middle for that elevated countryside look and it just didn’t really exist.”

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Despite the brand’s remarkable rise, Marcus insists the ambition remains far from satisfied. “I think we’ve got a lot of work to do. I there’s a lot what we can do,” he says, hinting at a future still very much in motion.

Authenticity underpins every decision. Fairfax & Favor isn’t countryside-inspired – it’s countryside-born, shaped by lived experience rather than aesthetic mood-boarding. That authenticity has clearly resonated with the King’s niece, reflected throughout her wardrobe, and last year she was officially named a brand ambassador.

“Both Felix and I have a countryside background… when we’re designing things, we know we’re very much designing for the lifestyle that we’ve kind of had, it gives us an insight.”

That grounding translated into one non-negotiable pillar: comfort. Long before the brand became a staple at race meetings and rural gatherings, Marcus and Felix were personally testing their creations on the show circuit.

“You know, one of the things I always say is, and I’d like to think we’re very proud of is that we have very comfortable footwear. When we first started out me and Felix were on our feet… probably standing for 12 hours a day in the footwear. We had to make sure it was comfortable… because if it wasn’t, we’d find out pretty quick.”

It is this fusion of elegance and endurance that feels particularly resonant at Cheltenham – where polish must withstand unpredictable March weather and long hours on foot. For Fairfax & Favor, heritage is not decorative; it is structural.

“Everything we try and do is British heritage inspired and it’s celebrating that, while also not being afraid of it… It’s at our core. From the ambassadors we work with, the events we go to, where we place our stores,” Marcus shared.

In an era defined by fast fashion and fleeting trends, Fairfax & Favor has built its reputation on something far more enduring: an unwavering belief in quality over quantity.

As racegoers descend on Cheltenham this March, the brand’s presence feels less like a seasonal moment and more like a statement – grounded in cost per wear, heritage craftsmanship and timeless design.

Marcus Fairfax may never have had guarantees, but he had conviction. And in today’s fashion climate, that conviction feels like the ultimate luxury. As the Festival returns, his label stands as proof that true style is never about noise – it is about longevity.