Today the majority of the world’s population lives in urban areas. This mass movement to cities has caused a dramatic increase in bicycling across the world. Bicycles are the answer to our dependence on fossil fuels, growing carbon emissions, urban congestion, obesity, and a variety of other health issues. Urban bicycling is guaranteed to be a continuing trend. It is becoming a transit choice as much as it is a lifestyle choice. Bicyclists don’t wear helmets even though they are aware of the inherent dangers of riding a bike without a helmet, simply because they don’t like the way they look. Rind Style Co. is a lifestyle bicycle accessories company offering high-quality helmets and gloves. Rind’s vision is to provide stylish helmets to the casual bikers and commuters, who do not identify with or are unsatisfied with the current limited market offerings. Rind is carefully positioned with the casual and com- muter bicycle market in mind. Rind is dedicated to delivering an exceptional brand experience that will ultimately build customer confidence through style and safety. Rind has the opportunity to be the “first to market” offering a fashion-focused bicycle helmet and accessories line utilizing fashion distribution chan- nels for sales. Rind is preparing to offer the first ever, cradle-to-cradle bicycle helmet and helmet up-cycling/repurposing plan.