Only 7% of women between the ages of 17 and 30 wear helmets while riding their bikes. The most common reason for this is sheer vanity or the fear of ruining their hair.

In cooperation with leading fashion magazines like INDIE and Numéro, the #helmethairstyle is featured alongside the newest fashion collections, editorials and leading designers. #helmethairstyle calls for all women to wear it with pride, making it less of a must-do and more of a must-have.