The sky-high price of running a car and increasing levels of congestion in busy cities has seen many commuters swap petrol power for pedal power over recent years.
But the increase in cyclists on the road has also led to a spike in accidents, with 2012 seeing a five-year high in the number of cycling fatalities in the UK.
Despite the horrific safety statistics and the widespread cycling safety campaigns that appear on bus shelters, advertising boards and on television, many cyclists still find the thought of wearing a helmet unappealing.
The bulbous blob of polycarbonate that sits atop a cyclist's head may have come a long way since the early days of helmet design but they still manage to make most look a little dorky and at the very least, ruin a hairstyle.
Step forward Swedish designers Anna Haupt and Terese Alstin who have created the world's first 'invisible' bicycle helmet.
The £350 scarf-like contraption, dubbed Hövding, uses the same sort of technology found in car airbags and triggers when a collision is sensed.
The result is a protective cushion that surrounds the cyclist's head and offers better defence against skull and neck injuries than a normal helmet.