Hiho In Conversation With: Lucy Allen
For July's instalment of 'Hiho In Conversation With' we're joined by the lovely Lucy Allen...
Lucy is the co owner of On The Peg Clothing, alongside her partner Peter. No stranger to countryside pursuits, and Peter a long term member of the eventing community, the pair had experienced their fair share of struggling to find clothing that could live up to the requirements of a long day in the field or the saddle - especially for women...
And so, On The Peg Clothing was born, the go to destination to buy trusted, stylish and functional women's outwear and accessories.
Today, we're chatting to Lucy all about her passion for the countryside and the life she lives within it, touching on how this all culminated in the country clothing brand we see today.
So, over to you Lucy...
Hiho In Conversation With: Lucy Allen
Lucy, please tell us a bit about yourself - what do you do and where are you from?
I’m Lucy, founder and owner of On The Peg Clothing, a women’s country and shooting clothing and accessories company dedicated to creating stylish, practical and confidence-boosting clothing for women in the fieldsports community.
I live in Suffolk with my partner Peter and our two spaniels, who anyone following us on social media will recognise instantly as very important members of the team! Peter is incredibly passionate about encouraging more women into shooting and country sports, and he’s a huge support to the business. He often joins me on the road at events, helping behind the scenes and making sure everyone — including the partners patiently waiting while shopping is underway — feels welcome and included.
Growing up in the beautiful British countryside shaped so much of who I am. Being outdoors, working dogs and spending time in the field gave me a real appreciation for country life and the strong sense of community that comes with it. That lifestyle has naturally become the foundation of On The Peg and influences everything we do as a brand.
Running a business certainly keeps me busy, but it’s also one of the most rewarding things I’ve ever done. I feel incredibly lucky to combine my passion for the countryside with building a business that genuinely supports and empowers women.
What inspired you to set up On The Peg?
I was fortunate enough to grow up around dogs, shooting and country sports, and for years I simply accepted that women’s clothing in the industry was often an afterthought. Women’s collections were usually hidden behind the men’s section, limited in choice, or didn’t really cater to women who were actively involved in the countryside lifestyle.
The turning point came when Peter and I visited The Game Fair. He was shopping for himself but wanted to find me something too — partly because he felt guilty! What should have been simple turned into a frustrating experience because there just weren’t many accessible, stylish and practical options for women. That moment really highlighted the gap in the market and sparked the idea for On The Peg.
Peter was actually a huge driving force behind the brand in the early days. Together, we wanted to challenge the narrative that women’s country clothing should sit in the background. We believed women deserved a shopping experience, community and product range designed specifically with them in mind — not as an afterthought, but at the forefront.
From the beginning, On The Peg has been about much more than clothing. It’s about representation, confidence and creating a space where women feel seen, included and proud to be part of the country and shooting community.
Where did your love for fieldsports and women's involvement in the country community come from?
I’ve always been an outdoors person. From a young age, I loved being around dogs and horses and spending as much time outside as possible. That naturally developed into an interest in fieldsports and country life.
During college and university, I became involved in a number of outdoor clubs and activities, which really strengthened my appreciation for the countryside community and the people within it. What I’ve always loved most is the sense of connection, whether that’s through shared experiences in the field, working dogs, or simply spending time outdoors together.
As I became more involved in the shooting world, I also became increasingly aware of how important it is for women to feel welcomed, represented and encouraged within these spaces. There are so many incredible women involved in country sports, and I’m passionate about helping amplify those voices and encouraging others to feel confident enough to get involved too.
What was the first brand you stocked, why did you choose them, and how has the business grown from there?
One of the very first brands we stocked was Ginger & Jardine, and they remain incredibly special to us. They’re based just down the road in Suffolk, which made the partnership feel even more meaningful from the start.
I was immediately drawn to their story, a mother-and-daughter business founded by Lynn and Emma, who recognised the same issue I had experienced myself: finding women’s country clothing that is comfortable, durable, stylish and affordable, while still being versatile enough to wear everywhere from the field, to lunch with friends, to mucking out at home.
Their pieces genuinely fit the lifestyle of modern country women, which aligned perfectly with what I wanted On The Peg to represent.
Over the years, we’ve built a really close relationship with Emma and have loved watching the brand go from strength to strength. Supporting fellow female-founded businesses is something I’m hugely passionate about, and relationships like that are one of the most rewarding parts of running On The Peg.
Even now, I still get genuinely excited when I spot someone out and about wearing one of their cosy roll necks. Seeing women wearing and enjoying products we’ve carefully selected always gives me such a sense of pride and reminds me why I started the business in the first place.
Empowering and supporting women in the field is very important to you, how do you achieve this across your business?
Supporting and empowering women is at the heart of everything we do at On The Peg. Of course, we want women to feel comfortable and confident in what they wear, but for me, the business goes far beyond clothing.
I’m incredibly passionate about giving women a voice and creating a platform where they feel represented, encouraged and supported within the country and shooting community. I love being able to provide pieces that not only look good, but genuinely make women feel proud and confident in themselves.
Beyond the products themselves, we actively support women’s shooting groups, countryside organisations and female-led initiatives that encourage more women to get involved in fieldsports. Through our social media platforms and events, we regularly share women’s stories, journeys and experiences in the field to help inspire others who may be thinking about trying the sport for the first time.
One of the things I care about most is helping make country sports feel welcoming and accessible. Sometimes all it takes is seeing someone relatable doing it to give another woman the confidence to take that first step.
We also work hard to create an inclusive and supportive atmosphere at events, whether someone has grown up in the countryside or is completely new to the community. I never want women to feel intimidated or out of place — On The Peg is about building confidence, friendships and a sense of belonging as much as it is about clothing.
When you're not working hard on On The Peg, what do you enjoy doing in your spare time?
Spare time… what’s that?! Joking aside, when I do switch off, I love spending as much time outdoors as possible with the dogs. There’s nothing better than getting offline, exploring the countryside and appreciating the simple things.
I’m also incredibly lucky to have such supportive friends and family around me, and one of the unexpected joys of building On The Peg has been the amazing people I’ve met along the way. Many customers and people I’ve connected with through the business have become genuine friends.
I also love jumping in the car and exploring different parts of the UK. We’re so lucky to have such beautiful countryside and coastal spots here, and I’m always happiest discovering somewhere new, preferably with the dogs in tow.
What is your ultimate Hiho love and why?
You're really making me choose just one?!
For me, it would have to be the Leather Bracelet Help for Heroes piece. It’s incredibly sentimental. My brother was injured in Afghanistan in 2010, and Help for Heroes provided so much support to both him and our family during an incredibly difficult time. I’ll always be grateful for the work they do, so being able to support the charity through a piece like this means a great deal to me personally.
Beyond the meaning behind it, I also love the design itself. It’s such a striking, timeless piece that can be worn every day, whether you’re in the countryside, at an event or dressed up for an evening out. It’s one of those pieces that carries both style and sentiment, which makes it really special to me.
And finally - what is the best piece of business advice you have received and what would be your one piece of advice for anyone looking to start a new business?
The best piece of advice I have received is 'don’t be afraid to make mistakes or take risks'. Things will go wrong at times, that’s inevitable when you run a business, but those moments often become your biggest lessons and help you grow both personally and professionally.
My biggest advice would simply be just start. You don’t need to have everything figured out from day one. So much of business is learning as you go, adapting, staying curious and being willing to evolve.
Don’t be afraid to ask questions either. I’ve learned so much from speaking to other founders and people within the industry, and I’ll always happily make time to chat with anyone starting their own journey.
Most importantly, be passionate about what you do. You really have to live and breathe your business because building something meaningful takes energy, resilience and commitment. But if you genuinely love it, enjoy the process and stay true to your vision, it becomes one of the most fulfilling things you can do.
Thank you so much for your time Lucy, we have absolutely loved chatting to you and hearing all about not only the fantastic brand you've built but the community too!
You can shop from On The Peg here, and keep up to speed with them on Instagram here.
Have a wonderful Sunday
Hiho xx
Photography credits: Lucy Newson Photography & Rachel Collins Photography
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