Meet Jérôme, a.k.a. Horsegurl3000, making waves in leather garments

Look at that horse, look at that horse.

You may know @horsegurl3000 as a performer, model, craftsman, and owner of the Horsegurl brand that sells handcrafted garments, having collaborated with queer icons like Orville Peck (in the Paper magazine cover), Kesha (in the "Boy Crazy" music video), and other social media influencers who pop up wearing his apparel. From harnesses to assless chaps to other leather garments, this creative force is walking the tight ropes of both erotic and campy, both masc and femme.

A 29-year-old French Canadian ("or Québécois, as we say"), Jérôme is originally from Montreal, attended circus school, and worked as acrobat and circus artist. During this interview, Jérôme chats with Out about the origins of Horsegurl, his dreams for the future, the personal experiences that informed his sensibilities, and how this brand continues to evolve to infinity and beyond.

What's the origin story of Horsegurl3000 as a business?

Years ago, I wanted to change my pseudo name on social media because I felt uncomfortable sharing my personal name and information out there. I landed on Horsegurl because I had just watched the movie Horse Girl starring Alison Brie, and I'm a huge Alison Brie fan. I think her and I are not so different.

I added the "3000" because I wanted a retro futuristic flare. Then, later on, I started working with leather. I took a couple classes at Tandy Leather in Las Vegas, and I mostly learned online from watching YouTube videos.

At first, I just wanted to make a collar for my dog because I wanted him to look chic. My first attempt was crunchy, but I was proud to have made something. I started making more, for my friends and their dogs, as a practice — until I dived into harder projects. So I basically had the name figured out before I even knew I was gonna make leather garments.

How would you describe the work that you do, and the products you sell?

I've always said that I sell leather garments. I started saying I'm more of a designer now. I'm not the best at execution, but I do believe I have good ideas. Describing my products, I categorize them as "camp" and "feminine" with a Western vibe.

Country aesthetics is a huge inspiration. As a gay man, especially, I find it to be very erotic. I also really enjoy the more natural and muted colors, such as the variable browns, oranges, and beiges. (Fun fact: brown was my favorite color as a child.) But I also tap into anything and everything that I can be influenced by in my day-to-day life.

You work on leather garments that queer men often use in very specific moments and environments, which are often sexual, but don't necessarily have to be. At this point, I'd argue that harnesses and other related accessories are worn by many people who don't actually use them as intended, but more as signifiers of who they are, or how they want to present themselves. I think it's brilliant to take these pieces that for so long were about making gay men feel "rougher," and actually make them look unique, and expensive, and even delicate… to expand within this category of clothing for people who appreciate the variations. Did you always have this particular angle in mind when you started the business?

I first wanted to elevate and diversify the more traditional black leather harnesses. It's a classic, but I didn't feel like it reflected me. I had bigger ideas from the get-go, and some of them, I still haven't even realized. So you definitely could say I had a vision for some more one-of-a-kind items.

What I do is very niche. I understand it's not for everyone. Although, I knew that once I started, if I liked it, someone else out there was going to like it too. Just knowing that alone was enough to take a risk and commit. At the end of the day, I just like to dress up and look cute.

What is the average price of most products that you sell?

It can go from $100 to $300 for a regular item. For a whole set, head to toe, it can be between $650 and $850. (Editor's note: For reference, see the "Pink Pony Set," the "Scorpion Set.")

Let's talk specifics. What is your company's No. 1 best-selling product?

This item I call "The Love Handle Jock."

What are other top 3 or top 5 best-selling products?

The "Western Harness" (usually in black), the "Assless Chaps," and any kind of jockstraps.

What are some products that you still make and sell, but people may not be aware that they can buy them from you?

I make bras for men, corsets, and thongs/jockstraps. I've made quirky bags in the past. I also sell belts with men having sex printed on them.

What is the biggest sale that you've ever made?

I had these three guys ask for three matching sets that included four pieces each. The total sale price ended up being something like $2,250.

The Orville Peck cover shoot for Paper magazine broke the internet, and it was some pretty amazing marketing that you got there. How did that come about, and what was your reaction when that turned into the viral moment that it became.

This was crazy. I had just started doing leather work for a year when that shoot happened. And I swear, when I first started, I had told myself: "If only one day I could do a crossover with Orville… it could be that he wears it, or I wear it for a music video, or anything!"

A year later, it happened. I do have to give credit to Brett [Loudermilk] and Zain [Curtis], who directed and coordinated the whole shoot. I know them from back when I lived in Vegas, and they are the reason I was cast and able to showcase my products.

Who's a dream celebrity you'd love to create something for? And what would you like to create for them?

There is this DJ called Horsegiirl, I think it would be really cunty to collab with her. I'm also a huge fan of Pabllo Vittar, that would be insane. I would love to work with drag queens more. They are pioneers in fashion, and it would be an honor to dress them up. Sasha Velour, Violet Chachki, Raja, to name a few.

You've collaborated with MISTR before, and I think it's pretty cool that your work still looks great even with more brand-specific parameters. What's it like to make such specific things like you do, but within brand partnerships?

This is very surreal to me. I often think we're all playing "adults" and no one fully knows what they're doing. When I get these more commercial opportunities, it's very exciting to me. I just wonder how I got there, and I'm truly just happy to be included.

When they reached out, I mostly had the green light to do anything I wanted. They wanted items that were true to the Horsegurl brand, so I dove right in. That's the dream for any creators.

Any brands that you'd love to collab with?

I would love to collab with brands like Grindr and Sniffies. I think they could expand their merch and have a full line of clothing and items.

Also, if Dita Von Teese asked me tomorrow to design items for her and her shows, I would be insufferable. I would be the happiest man on planet Earth, and I would brag about it to everyone.

I've seen your work on Pattie Gonia, Chris Salvatore, Morgxn Thicke, Disco Daddy, among others. What is the hardest part of making custom items for such different people? What's your approach to making things easier for you and the customers?

The hardest part is that I don't get to see them in person to do the sizing. I just go off the measurements they send me, which makes it really hard to land it perfectly on the first attempt. I sometimes have to get the pieces back, and alter them.

Pattie Gonia was one of the first that reached out to me with the purpose of showcasing it in a public way. I remember thinking "I've made it!" when she messaged me. I'm truly a fan.

The Horsegurl3000 shop on Etsy has a 4.9 rating (out of 5) from 91 reviews; 326 sales in two years; and 1,845 "admirers" following the page. A wise woman once said, "Baby, you can't read the doll!" And that's what comes to mind! I mean, the numbers are impressive, and I love this story of a queer entrepreneur using his talents to cater to queer sensibilities, and being successful not only in sales, but also in prestige and quality. How does it feel for you to see these stats, and this fantastic response, just two years in?

I bow down for Roxxxy, she's the queen!

I guess I'm just grateful to have had support from the beginning. The quality of my pieces wasn't the same then, but I had people purchasing them, which allowed me to keep going and grow while I was learning from my previous mistakes. I find myself to be very lucky, and privileged, to be in a place where I can express my creativity in such a free way. It's kind of my own small way of protesting and contributing as a queer individual.

Looking ahead, what are some short-term and long-term goals that you have in mind?

If a big daddy with big coins is reading this: Please invest in me so we can take this brand to the next level!

I want to be swimming with the bigger sharks like Coyote Jocks, Nasty Pig, and Charlie. But mainly, I want to further deepen the brand's aesthetic and have a bigger platform. The goal is to sell other clothing goods, too, such as swimwear, underwear, and lingerie.

Do you see yourself doing this work forever? Do you want to explore other ventures beyond this business?

I love to design. I'm hoping this is what I do forever.

I also love dogs, so I'd love to live on a ranch where I shelter dogs and maybe a couple pigs… I don't know, that's not really a career path, but I'd like it to be.

Supporting small and local businesses is important. Supporting queer businesses is important. And, during wild times like we're in now, support can make or break people's businesses and entire teams. What would you say to encourage people in the LGBTQ+ community to really consider supporting small and local ventures, like yours, when looking for something to buy?

It's a no brainer! Buy local and from small businesses — queer and POC businesses, if you can. Don't give a single dollar to the Amazon Man, or any other big corporations.

You're telling me you work hard for those gay dollars and you're gonna give it to the big greedy billionaire? Come on, now.

You can follow Jérôme, a.k.a. Horsegurl, on his personal Instagram and brand Instagram, as well as on X/Twitter and Bluesky. For products and more information, visit the Horsegurl shop on Etsy.