British helmet brand evoke launches in the USA with US Equestrian partnership
British riding hat and safety equipment brand evoke has officially launched in the United States, marking a major milestone with its appointment as the Official Helmet of US Equestrian.
The landmark agreement also sees evoke named as an Official Partner of US Equestrian Safety Awareness Week, reinforcing the brand’s strong focus on rider protection, education and innovation at the highest level of the sport.
Designed and developed in the United Kingdom, evoke’s riding hats and jockey skulls are engineered to meet multiple international safety standards. The range complies with PAS 015:2011, ASTM F1163-23, EN 1384:2023 and SNELL E2021, alongside CE and UKCA certification, providing reassurance for both riders and retailers operating across global markets.
Product range and US launch plans
The US launch begins with evoke’s Orion and Elara helmets, with additional models Ophelia, Oberon and Polaris scheduled to follow later this year. Alongside helmets, the brand also offers the HEX6 body protector and the Contour back protector, extending its safety proposition beyond head protection.
evoke will make its official US debut at the American Equestrian Trade Association Show in January 2026, ahead of nationwide retail distribution rolling out from mid-February through to March.
Industry support and retailer focus
Commenting on the partnership, Bill Moroney, Chief Executive Officer of US Equestrian, said: “We are excited to welcome such a high-quality product to the United States. evoke’s dedication to innovation and the highest level of safety align with our mission to protect athletes while they compete in the sport they love.”
David Mitson, CEO of evoke added that the US expansion reflects the brand’s wider mission to raise safety standards without compromising accessibility. He highlighted evoke’s focus on innovation, performance and protection, while maintaining comfort, style and affordability for riders at all levels.
Rapid growth from UK roots
Since launching in the UK in 2024, evoke has experienced rapid growth, supported by a strong commitment to modernising equestrian safety and providing comprehensive support to retailers.
The brand is already established as Official Safety Partner to several leading UK events, including The London International Horse Show, The National Equine Show, Horse of the Year Show, Blenheim International Horse Trials and BETA International.
The move into the US market positions evoke as an increasingly global player in equestrian safety equipment, with clear ambitions to support both riders and retailers on an international scale.