Long time ago, almost all motorcyclists in the country rode around with wind in the hair. Foolish exuberance or headstrong foolhardiness ? No one bothered to think about it. That was, until 1973, when a law was enacted to make wearing of helmets compulsory.
If I remember correctly, Expandite was the first off the mark, and produced a “half-shell” model, with the memorable bird logo (I thought it was a penguin). Got SIRIM approval some more! But to many people – I included (was a handsome 18 then) – it was Ugly ! No way that white tempurong was going onto their heads.
So despite the headstart it got, Expandite soon ran into strong headwinds posed by other mighty brands like Centurion, Shoei, etc.