Safety in style

Sweden – Fashion brand Weekday has joined forces with Nordic insurance company If to develop a range of reflective accessories.

• The winter collection is aimed at safety- and style-conscious cyclists
• It comprises six reflective pieces, including a hat and choker

Reflective cycling accessories are already popular in Sweden, and the collection marks the first time that an insurance company has collaborated on a fashion collection to promote safety.

Made using silver reflective fabric, the catwalk-inspired pieces are aimed at cyclists who are keen to stay safe without compromising on their fashion credentials.

‘At Weekday, we have long worked on issues related to fashion, people and social responsibility, and are constantly looking for new opportunities to integrate all three,’ says Liselott Olovzon, head of marketing at Weekday. ‘This collection does just that. It’s modern and stylish, and we believe that it can help save lives.’