Startup Showcase: Hövding – The Airbag Collar for Cyclists

Hövding is a Swedish company that manufactures a revolutionary product that is changing the way we think about cycling safety. They have developed a sensored airbag collar for cyclists that is worn around the neck, rather than a traditional helmet. The airbag is only deployed when the sensors detect abnormal movements during an accident, providing the ultimate protection for the cyclist’s head and neck. In this startup showcase, we’ll take a closer look at Hövding and what makes their product so unique.

A Revolutionary Design

The idea behind Hövding was born in 2005 when two Swedish designers, Anna Haupt and Terese Alstin, came up with a revolutionary concept to improve cycling safety. They realized that people were not wearing helmets as they felt they were bulky, uncomfortable, and unattractive. The pair set out to create a product that would be both practical and stylish, without compromising on safety. After years of research and development, Hövding was launched in 2012, and it has been a game-changer in the cycling industry ever since.

How Does Hövding Work?

The Hövding collar contains a folded-up airbag that surrounds and protects the head and neck in the event of an accident. The airbag is triggered by sensors that detect abnormal movements when an accident occurs. The sensors detect the movements of the cyclist 200 times per second, and the airbag is deployed within 0.1 seconds if an accident is detected. The airbag provides eight times better protection than a traditional helmet and has been tested and certified for use in cycling accidents.

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Stylish and Practical

One of the most significant benefits of Hövding is that it is both stylish and practical. The collar is worn around the neck and is covered by a removable shell that can be changed to match your outfit. The collar is easy to carry around and can be charged using a USB cable. The product has been designed to be worn by both men and women and is available in a range of sizes. It is also waterproof, making it ideal for use in all weather conditions.

Innovative Safety Technology

Hövding’s innovative safety technology has won numerous awards, including the Red Dot Design Award and the Swedish Design Award. The company is committed to improving cycling safety and has invested heavily in research and development to create a product that is both effective and practical. The airbag collar has been rigorously tested and is certified for use in cycling accidents, making it a reliable and safe alternative to traditional helmets.


Hövding has revolutionized the way we think about cycling safety. The company has created a product that is both stylish and practical, while also providing the ultimate protection in the event of an accident. The airbag collar is a game-changer in the cycling industry and has already won numerous awards for its innovative design and safety technology. If you’re a cyclist looking for a safe and stylish alternative to traditional helmets, Hövding is definitely worth checking out.




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