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When helmet laws in Sweden changed in 2005, two industrial design students came up with a revolutionary idea, in designing a helmet that everyone would be happy to wear, regardless of whether it was law or not. Hövding was born from this, and their head protection is boasted to be the safest in the world. Not really a helmet at all, the unique system is actually an airbag worn as a collar, incorporating technology that causes it to deploy in the event of an accident. The benefits of cycling are well known, for health and environmental reasons, and Hövding aims to encourage more cyclists to stay safe while riding, without having to compromise on style.

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