URBAN-HERO ZERO, the game-changing urban protection device. The perfect synthesis between sports sunglasses and a filter mask, ZERO is equipped with replaceable filters capable of retaining more than 95% of dust, pollen and bacteria, in combination with two one-way valves, which facilitate exhalation and increase comfort, and replaceable anti-fog lenses capable of protecting the urban hero from UV rays and pollution on all of their adventures. The URBAN-HERO journey started at the end of 2019 while cycling on an average weekday in downtown Milan. Filippo questioned first his two best friends, Gabriele and Bruno, to understand whether the idea could be a good one. They then decided to interview more people, casual bikers and bike couriers. The feedback was positive and encouraged the team to move on with the first investments and reasearches on prototypes, which have been extensively validated by the cycling community. We want to improve the quality of life of those who choose, for their urban mobility, two-wheeled environment friendly means of transport. We know the urban-hero – the one who moves freely in the city on two wheels for a precise choice of conscience, despite everything – can no longer afford to use only a helmet to protect themselves; they must think about a more holistic protection of their physical and social health. Both are precious and that is why we believe they should never be neglected, especially when using a sustainable mean of transport.