Light wheels by Sergey from usa
designer's own words:
By adding LED light under transparent cover of the bicycle wheel, we can make ride more safe and joyful. It wouldn't take a lot of money for development (all materials and technologies already exists), but it could save a lot of lives. Light would be seen from all sides and it will increase awareness on the road. They can work as brake lights by turning red. App will help to customize colors and presets. You can match colors to you clothes or mood, and everyday it could be different. Useful and fun for a reasonable price.
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