A MONMOUTH COUNTY EQUESTRIAN OUTFITTER SETS THE STANDARD FOR SAFETY, QUALITY, AND STYLE

BY ERIK SCHONING • PHOTOS BY ROBERT NUZZIE

here are few things more elemental than the relationship between a rider and horse. For 70 years, IRH Equestrian has been outfitting riders with top-quality equipment. And while the business has transformed immeasurably throughout its tenure, its steadfast commitment to quality has not. IRH traces its roots back to the 1950s, when Angelo Plastino began making riding caps. In 1986, his son, Frank Plastino, launched IRH, and in the early 2000s, he expanded it into a global brand. Frank Plastino passed in 2021, after which his son, Justin, left his career as a financial advisor to steer IRH into its next era. His wife, Melissa, left her job in nursing to join him.

Today, despite the massive scope of its operation IRH manufactures helmets, saddles, tack, and footwear for distribution all over the world the company is still very much a boutique, family-run enterprise.

“We’re a true family business,” Melissa Plastino said. “We’re small. There’s four of us in the office. When you call us on the phone, you’re going to talk to one of us, not a bot. With our other two employees, we’re a family in itself. And we care.”

But don’t let the bespoke business model fool you: IRH is very much a power player. One of the biggest shifts in the industry took place in the late ‘90s, when there was a call to incorporate more safety features into equestrian equipment. (As Justin pointed out, Christopher Reeve’s horseback injury helped popularize the movement.) At the time, Frank Plastino saw that a focus on safety would be an increasingly important element of his industry. He was heavily involved in the American Society for Testing and Materials’ (ASTM) decision to put safety at the forefront of equestrian manufacturing. On the heels of that shift, Frank Plastino was able to expand IRH considerably; to this day, the early 2000s represents the greatest period of growth in the business’s history.

“Prior to the 2000s, people rode in a black velvet hat with a harness,” Justin Plastino said. “Today, the materials and outer coverings have changed. It was an obvious next step. My father had the vision to realize it.”

IRH’s flagship helmets, the IR4G and Equi-Pro lines, are a direct result of those innovations. But innovation never stops: the company’s latest helmet, the F1, was designed by Melissa herself. (She had long dreamed of designing a helmet with Frank before he passed, and the F1 can be thought of as a tribute to her father-in-law.)

But while safety and function are paramount, that doesn’t limit imagination. One of Melissa’s favorite aspects of helmet design is the opportunity for creative expression, and the Plastinos wanted to ensure their customers are able to share in that joy. So, they partnered with Swarovski: every IRH helmet can be customized with genuine Swarovski crystals.

“This was, for so long, an industry where you either had a black helmet, or blue if you wanted to be adventurous,” Melissa Plastino said. “But in the last couple of years, we’re seeing riders add their personal touches. Our customers have something that’s safe and beautiful, with a little touch of themselves, which is super fun.”

“We’re the only helmet company that allows a truly custom helmet,” Justin Plastino added.

The company also manufactures saddles and tack under the Marcel Toulouse brand. The Plastinos have had great success with their saddle business, in no small part because of their patented Genesis adjustable tree, which debuted 15 years ago. The tree allows the rider to adjust the saddle, customizing the fit for any horse. Also under the Marcel Toulouse line are bridles, girths, reins, and stirrups – everything a rider needs to tack a horse in style.

The equestrian business is all about relationships; after all, it’s a popular but niche sport, and one with a fiercely close-knit community. While Melissa handles the design and accounting, Justin tackles the executive responsibilities and client relationships. He’s a self-described people person, which comes in handy in a field where white-glove service is of the utmost priority.

“My favorite part of my job is interacting with customers on both ends: in our retail stores and our end users,” Justin Plastino said. “I like the feedback. I like talking to people.”

The Plastinos have developed close relationships with tack shops worldwide, including in their home state of New Jersey. (They have a strong relationship with Tourelay Farm, where the photos accompanying this article were taken.) They also work closely with brand ambassadors, a carefully curated roster of riders from across the globe. As the Plastinos look toward the future, they plan to continue expanding the reach of the business while innovating with new designs as frequently as possible.

At the end of the day, the Plastinos noted their job is simple: to keep people safe with stylish, high-quality gear that will last.

“We get letters that our helmets saved someone’s life,” Justin Plastino said. “That’s a really great feeling. And we get those all the time.”

Dependable, quality gear was, after all, Frank Plastino’s mission from the beginning. Today, his son and daughter-in-law carry it on.

International Riding Helmets

732.290.3000 / irhequestrian.com