Why can’t we look good when we ride bikes?

Conventional motorcycling wisdom states, “Dress for the crash, not the ride.” But why does being safe have to involve dressing up like a DayGlo sausage, a European hairdresser or a large nylon pillow? Why can Dainese make an airbag racing suit that can tell the difference between a high and low-side crash using a GPS sensor, three gyroscopes and three accelerometers, but not offer a jacket I’d be seen dead in?

You know what, screw it, we’re going to show people that it’s possible.

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