The Morpher folds in half from a full-size bike helmet so that it can be stashed away in a laptop or shoulder bag --€” something urban bike-share cyclists might find especially appealing. Courtesy of Morpher hide caption

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Courtesy of Morpher

Cyclists negotiate rush hour traffic in central London on Nov. 15. Fourteen London cyclists have died so far this year, all in accidents involving heavy goods vehicles. Oli Scarff/Getty Images hide caption

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Oli Scarff/Getty Images

Londoners Urged To Cycle, But Commute Can Be Treacherous

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No more helmet hair: Hovding's "invisible" helmet is an air bag tucked away in a collar that gets fastened around a cyclist's neck. It's aimed at urban cyclists and priced at $535. Courtesy of Hovding hide caption

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Courtesy of Hovding