The rise of evoke
A fall, a concussion, and a £3 million mission have given rise to one of the fastest-growing names in equestrian safety. Vanessa Britton sits down with Founder and CEO David Mitson to explore how evoke has gone from a flash-mob launch to global safety disruptor in less than two years.
Rewind to March 2024, at the National Equine Show at the NEC. The crowds were already buzzing with anticipation, but no one expected what came next. Music pulsed through the aisles as a troupe of street dancers suddenly appeared, pulling spectators into an electrifying performance. This wasn’t a gimmick; it was an introduction. By the end of the show, evoke had not only unveiled a bold new collection of riding hats and jockey skulls, but had also walked away with the coveted title of ‘best stand’.
In a sector often accused of playing it safe, evoke burst onto the stage in a blaze of confidence and modernity. Eighteen months later, the name is inescapable. From Blenheim Palace International Horse Trials to The London International Horse Show and Horse of the Year Show, evoke has cemented itself as the ‘Official Safety Partner’ at the nation’s most prestigious equestrian events. In January, it broke new ground again, becoming the first Safety Partner of BETA International.
But evoke isn’t stopping at Britain’s borders. Already, the brand has launched in the USA, Ireland and South Africa, with more territories in the pipeline. It’s a meteoric rise, and one that started not in a boardroom, but in the most unremarkable of circumstances.
A fall that changed everything
“I’ve ridden horses all my life,” says David Mitson, settling into the conversation. “Like most riders, I trusted the system. I thought if you bought a riding helmet from a retailer, you were safe. That’s the assumption everyone makes.”
That belief shattered one ordinary afternoon. “I was out hacking when my horse spooked. It wasn’t a dramatic fall; just one of those things. But when I hit the side of my head, I suffered the worst concussion of my life.”
David is no stranger to knocks. As a former semi-professional rugby player, he had weathered more than his share of concussions, but this one was different. It was disorientating, frightening, and left questions that refused to go away.
The moment of doubt
“I remember thinking: how is this possible? I’m wearing what the industry tells me is safe, and yet here I am with the most severe concussion I’ve ever had. That was the trigger. I needed to understand why.”
The quest for answers led him down a rabbit hole of standards, testing methods and materials. “What shocked me,” he recalls, “was how inconsistent it all was. Different standards measure different things. Some helmets meet only the bare minimum. And I discovered that many of the products in stores were just factory models, rebranded with a logo. That didn’t sit right with me.”
The mission takes shape
That moment of doubt became a mission. Over the following years, David assembled a team of engineers, designers, material scientists and equestrian professionals, investing more than £3 million in research, development and testing.
“I wanted to build a brand that challenged the status quo,” David explains. “It wasn’t enough to make something safe; it had to look good, too. Riders shouldn’t have to choose between style and protection and they also shouldn’t have to pay an extortionate price for the luxury. I was determined that every product we launched would be tested to the highest possible standards, not just the easiest ones to achieve.”
Proud to be British
evoke now designs and tests its products in Great Britain, holding its own BSI certification and proudly bearing the British Kitemark. Helmets adhere to PAS 015: 2011, ASTM F1163-23, EN 1384: 2023, and carry CE/UKCA certification. Selected models are equipped with SNELL E2021 and MIPS technology: safety standards usually associated with motorsport or skiing rather than equestrian sport.
“Doesn’t everyone have these?” I ask.
“Surprisingly, no,” David replies firmly.
“Achieving your own certification and Kitemark is expensive, complex and involves rigorous external auditing. Many brands avoid it. That’s why so many helmets on the market are identical under the skin. We wanted to be different. We wanted ownership of our process from start to finish.”
Safety, redefined
One of evoke’s most radical steps has been its Helmet Replacement Scheme, an idea that has already made waves across the industry.
“If you fall within six months of purchase, and you’ve registered your helmet online, we’ll replace it,” David explains. “Why? Because too many riders carry on with compromised helmets after a fall. Not because they don’t care, but because replacing them is expensive. We wanted to reduce that barrier. Safety must always come first.”
The fitter’s view
The impact is being felt on the ground, too. Emma Butt, BETA Safety Fitter of the Year finalist and owner of Romsey Saddlery, describes the difference evoke has made.
“For me, evoke has been a complete game-changer,” she says. “The liner system makes fitting easier, and because they’re washable and replaceable, customers feel reassured about longevity. The helmets don’t restrict peripheral vision or press on ears, something I see all the time with other makes. In my eight years running the store, they are the best shape and fit I’ve ever seen. And the price point is realistic. Stocking evoke is the best decision I’ve made.”
The future, fast-tracked
Looking ahead, the pace at evoke shows no sign of slowing. This year sees the launch of the Elara riding helmet, the HEX6 Body Protector and the Contour Back Protector. By 2026, a further three helmets and jockey skulls will join the collection.
“Our aim is simple,” David says. “We want to become the largest safety brand in the world and we are on track to do just that. But more than that, we want to change the way riders think about safety. It shouldn’t be an afterthought, or a tick-box exercise. It should be stylish, aspirational; something you’re proud to wear.”
For retailers, the message is equally clear: the evoke collection is available only through approved partners, and demand is outstripping supply, so if you want in, you had better be quick.
A movement, not just a brand
From a single fall to a global movement, evoke has redefined what a safety brand can be. It is bold, ambitious and unashamedly disruptive, and it has only just begun.