We believe safety should be easy, effortless and designed to look good.
A few years ago, I was cycling through San Francisco and noticed something striking: everyone was wearing a helmet. It wasn’t weird or inconvenient, it was just normal.
Back home in the Netherlands, I saw a very different picture. Most of my friends ride electric bikes, but hardly anyone wears a helmet. That changed for me when a close friend had a serious crash and suffered a traumatic brain injury. It made me wonder: why don’t we wear helmets here?
When I dug deeper, I discovered it’s not about the helmets themselves, it’s about the hassle. Helmets are bulky, hard to carry around, and just don’t fit into your lifestyle. I recognized that feeling. I knew this was going to change, just like smoking less, eating less meat, or drinking more consciously, safety is becoming a lifestyle choice.