This one comes from my brother-in-law in NorCal.
The company? Ateliers Ruby. The product? Super cool helmets and scarves created for the cool two-wheeled hipsters in Europe. From the website it states, "Inspired by Steve McQueen, Science Fiction and the great tradition of French luxury". After spending some time in the United States (mostly California) Frenchman, Jerome Coste returned to his homeland to create Ruby, a brand which guarantees good looks and safety for everyday heros and heroines." Each helmet ships in a cool ruby red box and is accompanied with a 12" vinyl disc that contains instrumentals inspired by whatever helmet was ordered. With a well executed site that combines art + commerce and communicates sexy-cool, it's easy to see how Ruby could quickly develop a feverish, cult-like following and produce additional Ruby product spin-offs to keep the everyone wanting more for years to come. Checkit out.
