A temple to the motorcycle helmet

Dailies, Galleries -


Located close to the Louvre and Palais Royal, the recently opened #1 Rue Herold is intended to project Ruby’s “retro-futuristic chic” onto a physical home for the brand. The helmets themselves are housed in a machined, riveted aluminum display case that looks like it belongs in the science lab of a rocket ship. Jerome Coste, who also designs the helmets, provides a tangible link to the products being sold in the form of furniture covered in the same quilted cardinal nappa lambskin that lines helmets like the Pavillon.

In addition to the brand’s over-the-top, high-end open-face helmets and silk scarves, the boutique will also be filled with classic motorcycles — currently a 1937 Velocette Mac and a Brough Superior SS 100 — and a curated selection of other item’s that help accentuate the brand’s man-and-machine identity.

A space like this helps give voice to the look Jerome is trying to create with Ruby. A brand that has links to a masculinity, danger and romance, yet is rooted in the typically opposing base of high luxury. We’ve been skeptical of the reality behind Ruby’s vision, yet here it is, a tiny world where real men accessorize.

#1 Rue Herold is open Tuesday through Saturday from 11am to 8pm.


  • parkwood60

    Dimitri Coste was wearing a Pavilion at the Catalina race in black white and red checkerboard. I actually hadn’t heard of him before but his Triumph was really sweet, so I looked him up online

  • http://www.firstgenerationmotors.blogspot.com Emmet

    picture 15, a model posing on a vintage Norton with no gear except the helmet. Is that a French thing, to put style over safety? I was in Paris last month and saw plenty of stylish people racing around on Vespas, most wearing no gear minus the helmet-some even barefoot!

    • http://hellforleathermagazine.com Grant Ray

      From my experience, that’s how most people ride pretty much everywhere, not just Paris. Excluding mandatory helmets, riders in technical safety gear are actually the exception, nowhere near being the rule.

  • http://www.thisblueheaven.com Mark D

    “Ruby – Costume”

    Yup, that about sums it. Nothing wrong with that, of course; we all play dress up to a certain degree.

    Its the kind of thing were I’d probably like the people who run the brand, design, and sell them, but not the people who buy them.

  • Ted

    Tell me again why I should pay nearly $1400 for an open faced helmet with a loud pattern on it?

    I’ll take my $89 flat black Fulmer with a chrome bubble shield when I want to pose a little, thanks.

    • robotribe

      Why? Well, for the same reason you should pay $800 for a Louis Vuitton iPhone case: so the rest of us who wouldn’t have someone to laugh at.

    • Ducky

      It’s “high luxury”. If you’ve got the cash and you want something with a high level of quality, is exclusive and made of materials nobody has heard of (I dunno, whale penis leather or something), that’s what these companies cater too. I honestly don’t see anything wrong with this, because it’s not for the “great unwashed” like us.

  • Batiste

    sure – people barefoot in november in paris…Paris is not the cote d’azur my friend!

  • seanslides

    So that’s where they keep the lightcycle helmets…

  • http://www.tripleclamp.net Sasha Pave

    Sure to be featured on Hollywood stars riding bikes mounted to trailers with camera rigs.

  • Lacubrious

    Actually, they do have a Tron Helmet to be released around the time of the French premiere of Tron: Legacy. I just wish they at least had some type of front protection like a chin bar maybe.