In recent years, insurance company If has collaborated with various fashion designers to create alternatives to the more traditional reflexes. In 2017, If's campaign focuses on the DIY trend.
More than two out of three Swedes usually go without a reflective vest in the dark, according to If's annual survey. At the same time, 40 percent of all pedestrian accidents occur in the dark. The respondents usually state that it is about forgetfulness, but many opt out of reflex because it is ugly, impractical or feels nonsense.
To pay attention to how important it is to be seen in the dark, If again releases a product that mixes fashion with road safety during the dark months. This year, If Do it yourself lets you say when the insurance company launches a reflective yarn, which they hope will result in lots of scarves, caps, and cardigans this winter.
"After three successful reflex campaigns where we collaborated with different profiled fashion designers, we felt that it was time to let the user himself become a designer. We use reflective yarn instead of a partner. Knitwear has never been safer!" says Caroline Uliana, information manager at If in a comment.
The brilliant yarn is sold at the campaign site where it is also possible to download stick descriptions and learn more about reflective materials.
"Since we started the launch of reflex fashion, a number of new reflex creations have popped up among various chain stores, bicycle brands, and umbrella manufacturers. We are pleased that more people are now contributing to increased safety for pedestrians," says Caroline Uliana.
The campaign also runs in Finland.
About If's previous reflex collections:
2014 Watch Your Back
The reflex fashion initiative was launched in 2014 together with Ann Sofie Back and the award-winning reflex collection Watch Your Back. The black hat with "BACK" at the front was almost iconized around Stureplan.
2015
If You Can See Me
The following year, the collection was taken out in collaboration with jeans guru Örjan Andersson. Jeans with reflectors and a jacket entirely made of reflex material were the favorites.
2016 If x Weekday
The reflex collection 2016 created together with Weekday and consisted of accessories in the form of various bags and a cap.
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