According to their website, the airbag is created with ultra-strong nylon fabric that won't get destroyed when scraped against asphalt and only takes .1 second to inflate.
The mechanism is triggered once the controlled sensors pick bicyclist's abnormal movements in an accident.
The "shell" of the collar that is overly large and cumbersome, can change to match the outfit of people's clothes.
Founders Anna Haupt and Terese Alstin said that the law that had just been introduced in Sweden making bicycle helmets compulsory for children up to the age of 15 had triggered a heated debate on whether it should be extended to include adult cyclists too.
They added that the weight of the collar is evenly distributed across the shoulders and is heavier at the back than at the front, so that, when a person is riding the bicycle, the weight is resting on their back.