Abstract: A soft action clutch uses a helical spring attached to a pulley at one end and free at the other end. In a relaxed state, preferably, the helical spring presses outwardly pushing a brake pad assembly against a fixed outer field cup braking the pulley. To serve as a clutch, a rotor has a pole face to magnetically draw the helical spring towards it. The resulting friction between the rotor and helical spring causes the spring to wrap down on a spring loaded friction disk. The wrap down compresses the friction disk radially, creating two frictional links from the friction disk to the rotor and the pulley, respectively.