AUTHENTICITY
Respect the aircraft, the history and the people behind them. Details matter.
THE STORY BEHIND ACE
IT STARTED WITH
LOOKING UP.
Before ACE was a brand, aviation was a childhood dream — one that became a career, took me around the world, and eventually led me to another obsession: exceptional coffee.
01 — 1989
ONE FIGHTER JET.
A LIFELONG DIRECTION.
I can trace my fascination with aviation back to primary school in 1989. An Air Force fighter jet flew overhead, and something about that moment stayed with me. I didn't just want to watch aircraft. I wanted to understand them, be around them and, one day, fly them.
That fascination became a goal. In 2006, I earned my commercial pilot licence, and aviation stopped being something I admired from the ground. It became part of who I am.
ACE grew from that same passion — a respect for aircraft, engineering, heritage, speed and the people who keep aviation alive. It's more than apparel or coffee. It's a way of carrying a little of that world with you, wherever you go.
02 — THE JOURNEY
“AVIATION GAVE ME A WAY TO SEE THE WORLD — AND TAUGHT ME THAT THE DETAILS MATTER.”
Flying professionally took me far beyond where the dream began: across Africa and into places including Mozambique, Sudan, Liberia and Algeria, and further afield to Yemen, Afghanistan, Dushanbe, the Caribbean, Iraq and beyond.
Every operation was different, but aviation kept reinforcing the same values: preparation, precision, discipline, judgement and respect for the machine. Those values now sit at the heart of ACE.
03 — BAGHDAD, 2019
THEN CAME
THE COFFEE.
In 2019, while flying in Baghdad, Iraq, I discovered single-origin coffee properly for the first time. Until then, coffee was coffee. Suddenly I was tasting chocolate, citrus, berries, earthiness, sweetness and balance — without milk or sugar hiding any of it.
I became fascinated by the same things that had always drawn me to aviation: craft, origin, precision and the small details that completely change the experience. Coffee became more than something to drink between flights. It became another world to explore.
04 — WHY ACE
TWO PASSIONS.
ONE WORLD.
ACE grew from bringing those two parts of my life together. Aeromia combines aerodynamics and aroma. ACE carries an aviation meaning of its own — a title associated with skill, courage and excellence.
The brand is deeply influenced by aviation heritage, particularly the aircraft and stories of the Second World War, and by machines such as the P-51 Mustang. But ACE isn't about nostalgia for nostalgia's sake. It's about carrying the spirit, character and standards of aviation into something contemporary.
I wanted to build the kind of aviation brand I would genuinely want to wear, drink and have around me — not souvenir merchandise, but something with authenticity and a story behind it.
05 — WHAT ACE STANDS FOR
CRAFT
Whether it's an illustration, a garment or a cup of coffee, make it with intention.
ADVENTURE
Keep looking up. Stay curious. Go further than the familiar route.
06 — FROM ME TO YOU
WELCOME TO
THE ACE CREW.
ACE is personal to me. It carries the kid who looked up at that fighter jet, the pilot who has been fortunate enough to see extraordinary parts of the world from a cockpit, and the coffee discovery that opened an entirely new obsession.
My hope is that when you wear an ACE piece or brew our coffee, you feel some of that same connection — to flight, adventure, craftsmanship and the stories that make aviation worth caring about.
Thanks for being part of it.
— Founder, ACE / Aeromia Coffee Emporium
FOUNDER FLIGHT LOG / ORIGINAL PHOTOGRAPHS
THE STORY WAS FLOWN BEFORE IT WAS WORN.
These are photographs from my flying career, not campaign imagery. They are part of the lived aviation story behind ACE.
