Hey Cycle, a Denmark-based firm, is attempting to change the way consumers view bicycles.

The minimalist design of Hey Cycle’s bikes has become part of their signature. The bicycles come in seven different styles and are even gender specific. There are four designs for ladies and three for men. The bicycles also come in different sizes based on the rider’s height.

Another signature of Hey Cycle’s bicycles is the rear wheel’s eye-catching colors like orange and green.

Hey Cycle won a 2014 Red Dot award for product design.

Prices start at $1080.