About Us

The Legacy of Polo

For centuries, the game of polo has captivated the hearts of spectators and players alike with its grace, elegance, and spirit of teamwork. Originating in ancient Persia over 2,500 years ago, polo spread across the globe, flourishing in different cultures before finding its spiritual home in Argentina. It was during the height of the British Empire that British expatriates introduced the game to the vast pampas, where it was embraced with fervour by the local gauchos.

The gaucho belt - named after these rugged Argentinian horsemen who reimagined the game in their own image - soon became synonymous with polo. These belts were not mere accessories; they embodied the strength, unity, and camaraderie that define the sport.

Worn by players on the field and by enthusiasts beyond, the traditional gaucho belt evolved into a symbol of both fashion and heritage. Today, the polo belt, with its rich history and timeless appeal, remains a cherished piece of sporting tradition - an enduring emblem of the game’s legacy.

Reincarnation of an Icon

Inspired by the storied past of the gaucho belt, our collection reimagines this iconic accessory for the modern wearer, blending timeless tradition with contemporary flair.

At the heart of our design lies vibrant cotton webbing, echoing the team colours that have long adorned polo players in traditional gaucho patterns. This bold, woven fabric is seamlessly paired with hand-cut English bridle leather - renowned for its durability and refined character. The fusion of these elements - heritage and craftsmanship - heralds the evolution of an icon. Each belt in our collection is not merely an accessory, but a tribute to the original gaucho belt, capturing the essence of polo’s rich history while meeting the style and sophistication expected by today’s discerning individual.

Crafted with Care, Honed by Tradition

Our belts are crafted with unwavering dedication by skilled artisans in the heart of England, who have spent decades honing their craft. Each belt is a labour of love, meticulously assembled with a level of attention to detail that embodies a deep respect for tradition and quality.

Our artisans begin by selecting the finest English leather, prized for its strength and durability. The belts are carefully hand-cut, stained, and stitched, ensuring that every piece meets the highest standards of excellence. The result is a belt that transcends its role as a mere accessory, becoming a testament to the skill and care woven into its creation - a modern heirloom that seamlessly blends functionality with timeless style.

William J. D. Broad & Co. - a note from the Founder

As I write this, I am grateful to so many people for their help in creating this brand. I can think of countless hours spent speaking with my nearest and dearest, new friends and old. The generosity and kindness of each and every one of you involved in making this dream a reality has been heartening and deeply appreciated.

A brand first and foremost is about its values. Integrity, tradition, honesty and openness are but a few of the virtues that I hope William J. D. Broad & Co. embraces. But most of all - and above all else - a brand must encapsulate a magic element that eludes to something more.

We live in a world where time is short. Where moments can seem at once to last forever and, in retrospect, fleeting. Where the things we cherish can come and go - for better or for worse. Where everything is in flux and nothing is constant. Where analogue has become the new luxury.

It is more important, profound and essential than ever, then, to spend our time with those we love. To recognise what makes us tick. To be fully present, uncoupled from a world full of distractions. And to be able to look back, proudly, and say that each and every one of us has enjoyed a life well-lived.

If I can contribute even the smallest amount, by creating the most beautiful items to support you on your journey weaving life's rich tapestry, then I will be happy with my endeavours beyond belief.

My love and thanks to each and every one of you, always.