Press Release


Iconic U.S. & U.K. Moto Brands Extend Collaborative Graphic Series with New Looks for Custom 500, Moto-3 and Race Star FLEX


SCOTTS VALLEY, Calif. (February 22, 2018) – Bell Helmets, one of the industry’s most iconic brands and a leader in innovative head protection, today announced new 80th Anniversary Ace Cafe collaborative helmet graphics from the seasonal one line for Bell’s Custom 500, Moto-3, and Race Star FLEX helmets. The 2018 designs extend the successful partnership between the iconic moto brands that began in 2016 and has produced Ace Cafe offerings for Bell’s Custom 500, Bullitt Carbon and Race Star.


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The partnership between the pioneering brands is a fusion of history, authenticity and creditability. London’s Ace Cafe opened in 1938 as a roadside pull-in and quickly became a focal point for motorcycle riders. Over the past 80 years it has become the vanguard of London’s petrol culture and epicenter of the original café racer. Throughout the last half-century, Bell has been the helmet of choice for many international pro road racers and in turn, adopted by café racers, becoming engrained as part of the British “Ton Up” motorcycle culture. The 80th anniversary graphics pay homage to the original Ace Cafe design aesthetic, combined with fresh colorways and Bell’s state-of-the-heart protective technology.

“Collaborating with Bell to create unique designs on industry-leading helmets is an exciting way to celebrate our 80th anniversary,” said Mark Wilsmore, Managing Director of Ace Cafe London. “Bell continues to push the envelope with their state-of-the-art head protection, and we are excited to add our creative designs to these iconic helmets.”

“It’s an honor to play role in a commemorating Ace Cafe’s 80th year in the industry, with helmets that place an indelible mark on this milestone,” said Chris Sackett, Vice President of Bell Helmets. “The combined history of Bell Helmets and Ace Cafe serves as a powerful platform for both of our brands.”

The legendary and iconic Ace Cafe London is among an elite roster of partners and influencers who have joined forces with Bell Helmets on product designs including Carey Hart, Roland Sands Design, Independent Trucks Company, Seven MX, Tagger, Monster Energy, Fasthouse, Corey Miller, Skratch, Airtrix and Chemical Candy.

Race Star FLEX – Ace Cafe Blackjack Black & White – $799.95

Moto-3 – Ace Cafe GP 66 Gloss White & Red – $399.95

Custom 500 – Ace Cafe Stadium Gloss Silver, Red and Black – $159.95


The commemorative helmets are now available through Bell Helmets retailers, global distributors and online. For more information on the helmet please visit

About BELL

Founded by Roy Richter in the garage of a Southern California speed shop in 1954, Bell redefined the racing helmet and in doing so spawned an entire industry. The company is synonymous with protection and progression, and for over 60 years champions in auto, motorcycle and bicycle competitions all over the world have used its helmets. Purpose built, Bell has set the standard for excellence and innovation with nearly every advancement in safety on the list of helmet “firsts.” The Scotts Valley, California company was acquired by Vista Outdoor in April 2016. Bell is online at


About Ace Cafe London

With six Ace premises now open and operating in territories as diverse as China, Finland, Spain, Switzerland and USA, as well as the original cafe in London, which this year celebrates the 80thanniversary of its having opened in 1938, Ace Cafe London welcomes all who share our passion, based upon the traditions of motorcycles, cars and rock ‘n’ roll. These are your cafes, devised, designed and built by fellow petrolheads, so enjoy the ambience and ensure that history lives on. Ace Cafe London is online at and

About Vista Outdoor Inc.

Vista Outdoor is a leading global designer, manufacturer and marketer of consumer products in the growing outdoor sports and recreation markets. The company operates in two segments, Shooting Sports and Outdoor Products, and has a portfolio of well-recognized brands that provides consumers with a wide range of performance-driven, high-quality and innovative products for individual outdoor recreational pursuits. Vista Outdoor products are sold at leading retailers and distributors across North America and worldwide. Vista Outdoor is headquartered in Utah and has manufacturing operations and facilities in 13 U.S. States, Canada, Mexico and Puerto Rico along with international customer service, sales and sourcing operations in Asia, Australia, Canada and Europe. For news and information, visit or follow us on Twitter @VistaOutdoorInc and Facebook at

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