The design evokes new rave couture, with its iconic smiley face and the strobe effect, bringing kitsch glamour to the cycling experience. The minimalist components are attached to the spokes of the wheel, emitting a fixed image of a smiley face using LED lights. This effect is achieved through inbuilt microchips that are able to calculate the speed of the wheel in such a way that the smiley face remains stationary while the wheel spins.

Sewn onto the back of the jackets are thousands of LEDs, which will run through a sequence of letters, spelling out the band's name. And the bit I like the best is that the gear is described as "a knowing fusion of glitz and capitalist kitsch" — a look that everyone should aspire to, if you ask me. [Dezeen]