The image shows a page out of a special offers leaflet from one of the chain stores in the Netherlands this week. Mostly they sell toothpaste, soap, nappies. In the UK a near equivalent might be "Boots" (the chemist). However this week there are also some special matching accessories for the person and bicycle.
You can buy a matching belt, umbrella (useful for cycling in the rain), sun-glass holder (at the same time as an umbrella...), cycle saddle cover, panniers and removable bag for your bike basket. A few other items are on previous pages.
That's cycling as a natural thing for anyone to be doing. No sense of danger, no protective gear, just matching accessories to look trendy on your bike.