Hövding starts as a collar which deploys in an accident to protect the head, much like an airbag would. Hövding started out as Anna Haupt and Terese Alstin’s industrial design master thesis at Lund University in spring 2005. Their aim was to try to make a helmet so attractive that people would choose to wear it rather than being made to by law. 7 years later they can be bought through their website.
Website link: Hövding: the invisible bike helmet