Cheltenham Style Guide : What to Wear to Cheltenham.

Cheltenham Style Guide : What to Wear to Cheltenham.

Introducing our 2024 Cheltenham Style Guide - your companion for navigating style at the upcoming festival.

The Cheltenham races stand as one of the leading events of the year, offering electrifying horse racing action over four days from March 12th to 15th, 2024. For horse racing enthusiasts and those seeking a stylish day out, Cheltenham and its renowned Gold Cup remain highlights of the calendar.

While the festival's dress code has relaxed, a distinctive "Cheltenham look" remains, epitomising a smart country aesthetic. As Cheltenham Festival spans both winter and spring, mastering both style and practicality is essential.

Let the Oliver Brown team be your trusted advisors as you explore what to wear at Cheltenham with our curated Style Guide.

What is the Cheltenham Festival dress code?

While Cheltenham does not maintain an official formal dress code, attendees often adhere to an elevated and smart standard of dress. Men typically opt for a suit paired with an overcoat, accompanied by coordinating accessories to add flair and make a statement.

The Matching Tweed Suit

For a foolproof choice at Cheltenham, opt for a matching tweed suit. Oliver Brown's Eaton jacket is crafted out of our exclusive Nailhead Tweed, a masterpiece cloth designed by our bespoke department featuring a custom pattern inspired by the Scottish countryside. Sourced from Lovat Mill in the Scottish Borders, our tweed blends British Cheviot wool and fine Merino worsted for durability and comfort. The classic-fitted Eaton jacket style, paired with matching pleated trousers, will ensure a timeless look that you’ll be wearing at Cheltenham and elsewhere for many years to come.


The Separates

If you prefer to mix and match your tweeds, our range of separates offers versatile options. Choose from our Eaton jackets crafted in Ayr and Deveron Tweed . Our collection of tweeds have each been inspired by the rich colours of the Scottish countryside and named for the rivers that nourish the Caledonian wildlife. To complete the look, pair the tweed jackets with our Tattersall Check Shirt in Caramel and Navy for a traditional Cheltenham look.

Pair your jacket with our selection of corduroy trousers, available in both heavyweight and luxurious lightweight options. Embrace rustic style with our Heavyweight Olive Green Corduroy Trousers, crafted from 100% cotton for warmth and comfort. For a more casual look, opt for our Luxury Needlecord Jeans in Navy or Loden, a versatile staple in any gentleman's wardrobe.

The Covert Coat

The covert coat, originating in the late 19th century for hunting and riding, remains a gentleman's staple. Oliver Brown's Grey covert coat, crafted from 100% British wool, is ideal for Cheltenham. Lightweight and fully lined, it features classic details like a notch lapel and three flap pockets.

Layering with a coat, tweed suit, or accessories such as a trilby or umbrella is recommended. Classic Tweeds and flat caps are also often worn.

To conclude, let's take advice from the Cheltenham Festival organisers themselves on what to wear to the event:

"Think about textures, colours and cut, sticking to one or two complimentary tones rather than lots of contrast, and plan ahead with different layers underneath to cope with the changeable weather. We’d recommend a practical but stylish pair of boots to complement your outfits, a popular choice are knee-high styles with a low heel that doesn’t sink into the grass. And of course, one way to set off your fabulous outfit is with a great hat. There’s no need for extrovert showstoppers in the colder months as practicality is key again. Maybe choose something that you can continue to wear throughout the year? A fedora is often a popular choice."

Shop the full Oliver Brown collection, here.  

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