The Airbag for Cyclists: New inflatable collar protects riders who refuse to wear a helmet

from DailyMail:
It is the perfect invention for those of us too vain to bother wearing a helmet while riding our bikes.
The 'Hvvding' helmet is an airbag 'collar' that springs into action within 0.1 seconds, covering the skull and neck of a rider in the event of an impact.