They sell street clothes, shoes, etc. And they also sell helmets: scooter-style helmets, not sportsbike helmets.  They have stores across Europe, and one in South America and one in Japan.  They also have a stupidly slow website.
And once you've seen the "other" image, you can't un-see it  

  It's like those old visual trick images (is it an old baglady, or a beautiful young woman?), except you can't switch between the images - there's no going back 
