In the fiercely conformist world of professional sport, Wiggins, a self-styled mod, has always cut an idiosyncratic figure, discreetly customizing his Team GB cycling helmet and bike with the Royal Air Force roundel co-opted by The Who as a symbol of the musical subculture in the 1960s.

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Sustrans says it should be a decision left to parents and BHRF claims research cannot prove wearing a helmet makes cycling safer.

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It fights tobacco use and obesity, teaches children to wear a helmet while cycling and shows parents how to raise children less prone to violence.

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