Giro has launched 'Tuesday 25', allowing 25 customers each Tuesday to design and purchase a custom Giro Aether MIPS helmet.
Nearly all areas of the outer shell, plus straps, fit system and buckles, are customisable from a choice of 15 different colour options and designs.
Designs can be submitted through a design generator on Giro's website, and every Tuesday at 12am, US Pacific time, the first 25 designs submitted will be created for those customers.
Shipping will be direct to rider within 4–6 weeks in 'premium packaging' from the Californian company.
Giro's senior director said in a press release on the new custom helmets: "As a brand, Giro has always been an advocate of self-expression.
"The response to our new Aether MIPS helmet has been overwhelmingly positive, but we know that some riders really desire something that is literally unique. With more than 805 million possible combinations, it is now possible to have a helmet like no other."
Pricing for the helmets starts at $400 and they are available exclusively via giro.com and five selected retailers.
The Giro Aether MIPS uses a two-part dual-density foam liner, which rotates independently of the outer shell on impact, unlike more traditional MIPS designs, which feature an additional lining within the helmet.