'Heading' for the best - the balance of form & function in a helmet

Let's talk about amazing products which throw your expectations out the window and give you a new point in which to benchmark future products. Yes, we are talking about a helmet! And if you never thought about or wanted a helmet before, now you will. Ruby (Les Ateliers Ruby) based in France, declares itself as 'the leading brand for exceptional accessories committed to keeping you on the move', a product for 'everyday heros and heroines.' And let us just say that the letters in the word EXCEPTIONAL should definitely be uppercase. Ruby creates the Rolls-Royce of helmets, with high craftsmanship down to every luxurious detail, from the nappa lambskin lining to the gorgeous ruby red packaging. All I can say is, 'fantastic!'

The company was initially formed by Jerome Coste, who combined his passion for skateboarding and motorcycling with his interest in digging deeper into brand identity. With additional influences such as Steve McQueen and science fiction, the combination makes for a product clearly placed on the peak of Identity Works brand pyramid, where there is just no substitute for the product (contact us if you would like more information about the brand pyramid and how to make it to the top). With a motivation of making uncompromising choices because life is just too precious (due to Coste's own life experiences through his daredevil sporting days), it is clear that Ruby has succeeded in combining form and function in a superior way.
To attract the collector and connoisseur (for those who want something even more than a perfect balance of form and function from the base assortment), a limited edition series will be interpreted by artists , and the first one out is by HNT (Honet), a former Parisian graffiti artist and current graphic artist who has taken his personal style and translated it into a playful and contemporary helmet that I would love to have on my shelf in the living room just as much (or more) as on my head!
The dealer in Sweden is Grand Pa (Södermannagatan 21), otherwise you can check out the collection at numerous locations when in California or New York.

Links:
Ruby: www.ateliersruby.com
Honet: www.monsieurlagent.com/works.php
(Note: Ruby images are from the Ruby website above)

Article by Gail Baker