Now they have you sitting comfortably, Brooks, the makers of arguably the most stylish saddles in the world, have turned their attention to helmets.
The brand with the delightfully distinguished heritage is to release two helmet designs, one to cater for road and gravel riders and the other for use in an urban environment, with the main difference being the ventilation.
Brooks has been diversifying into cycle-related paraphernalia for some time with a large luggage range, and accessories including premium bar tape and small leather goods. The company also owns the Pedaled clothing brand and collaborates regularly with other manufacturers, all the time offering its own covetable spin on items which include a folding helmet from Carrera.
But it isn't taking any risks with its first in-house helmet designs, called the Island (for commuters) and the Harrier (for road riders). Brooks is looking for pre-orders to help get the project off the ground through the Triboom site.
Early investors will receive a "unique version," according to Brooks, which features copper rivet branding and a limited edition number. Only 150 will be made of each.
In return for your investment Brooks will also be asking for feedback to help further development of the range.
The Island (£120) and the Harrier (£160) will be available in two sizes: M (53-58cm) and L (59-62cm).
To find out more visit: https://www.triboom.com/brooks/project/brooks-helmets