HEAD OF THE CLASS
Focusing seriously on style without compromising on safety, Hedon sets out to refresh the tired world of the motorcycle helmet
After several years working in the motorcycle helmet industry, Reginald Flint and his wife Lindsay Chong decided it was time that bike helmets had an upgrade. Lindsay, an art director with a strong background in graphic and product design, moved to London with Reginald and formed Hedon to create a new type of helmet.
Between them, Reginald and Lindsay knew that the mark of a good product was the marriage between form and function, something that is the basis for Hedon helmets. “Where form and function come seamlessly together, style is effortless,” says Reginald. “We wanted our helmets to look luxurious and beautiful before you even put them on your head. We wanted to appeal to the sort of people who didn’t have a bike but decided to get one after they saw our helmets.”
In 2013 Hedon launched the Hedonist – a lightweight, low-profile, open-face helmet – at the biggest motorcycle trade show in the world, EICMA in Milan. The launch was so successful that it caught the attention of BMW’s motorcycle brand, which has become Hedon’s biggest customer. Hedon is now the official manufacturer for BMW Motorrad’s premium helmet line.
This formidable marriage of experience and skill is evident in Hedon’s products. Attention to detail is paramount to Reginald and Lindsay: they have a clear love of British heritage and use high-quality raw materials like leather, brass, fibreglass and carbon fibre. “These aren’t just pretty helmets,” says Lindsay. “There is a lot innovation behind them. We designed the packaging as an integral part of the product. We also looked at the lining which is often neglected. These products also appeal to luxury brands, who have approached us to work on exclusive designs.”
As well as motorcycle helmets, Hedon produces a bicycle helmet and other accessories such as visors and goggles. Its first luxury apparel piece is a unique luxury motorcycle bomber jacket: fully reflective with unmatched safety standards but designed to look more like a normal jacket than a bike jacket. And, following popular demand, the couple are currently working on a helmet for classic racing cars. “That is something a lot of customers had asked us about,” says Reginald, “as they have motorbikes as well as vintage cars.”