Premier's story begins in Southern California in 1956. The company, Premier Pacific Co., makes skateboards and helmets for a young culture still tied to the world of surfing, where protection was rudimentary and rules were almost non-existent.

As motorcycling grows, the experience gained in helmets moves on to two wheels.

In those years, in most of the world, helmets were not yet compulsory and safety standards were only beginning. Premier develops helmets at a time when protecting yourself was a choice, not a rule.

Since then the brand has carried a simple idea: protection and style can live on the same helmet.

The European chapter begins in a small town in Southern Italy. Vincenzo Madeo starts working in a tailor's shop at the age of eight; at sixteen he moves to Milan and becomes a tailor at Brigatti, a historic sports store linked to the world of motors.

In 1969 he leaves for Germany, where he works as a Quality Inspector for NATO: an experience that will shape the way he understands quality.

Back in Italy, he settles in Lucca. There he meets Anna, who will become his wife, and Daniele Bizzarri, founder of Bieffe Helmets: this is his entry into the world of helmets. In 1977 he starts his own business with Vi.Ma. Helmets, making helmets under his own brand and for other brands.

In 1982 Vincenzo Madeo brings the Premier brand from California to Europe. The aim: to combine the American spirit of the brand with the attention to quality, safety and product development gained over years of work in the industry.

This is how Premier's story in Lucca begins. One relationship after another with distributors, dealers and riders, the brand becomes known in Italy and then in the rest of Europe.

Over these decades the helmet changes profoundly, and Premier changes with it. Composite fibres and carbon join polycarbonate; shells become more aerodynamic, ventilation more effective, interiors adjustable and more comfortable. Inside, differential-density EPS is designed to manage impact energy.

The rules change too: homologation standards become increasingly demanding, up to the current ECE 22.06. Every new generation of Premier helmets is born from dealing with these changes.

Since 1982 Premier has been tied to the Madeo family. Luca and Elisa grew up inside the company and today the second generation leads its path, bringing new ideas to a story built over more than forty years. And the third generation is already stepping in.

Premier is based in Lucca and is a family company with an international presence. The range speaks to different riders: those who move around the city, those who travel, those who leave the asphalt, those who seek performance and those who love classic motorcycles, with the Vintage Collection reinterpreting the lines of helmets of the past with current technologies and safety standards.

The heart of the range is mid-to-high-end fibre helmets, designed to combine protection, comfort and design.

In 2026 Premier celebrates 70 years. We don't see them as a finish line, but as a point of reference: every new collection is measured against the experience accumulated since 1956 and against the riders who will wear it.

Collection 2027 is the next step.