Swedish insurance company in collaboration with Weekday's and Cheap Monday's founder Örjan Andersson, creating a reflector collection.Photo: If Press

Swedish insurance company creates reflector fashion with famous designer

Publicerad: 06 November 2015, kl. 9:49

The insurance company If and a well-known name in the Swedish fashion industry - Örjan Andersson - just launched a collection with reflector clothes together in order to save lives as it gets darker outside.

Erika Granath
 

 

“The idea behind this initiative is to draw attention to the importance of being visible in the dark through the use of any kind of reflectors. As an insurance company, we have discussed this issue time and again. However studies show that the use of reflectors by pedestrians in the dark are at a minimal.” Jessica Källman, press manager at If, tells Smashdig.

This is the second year in a row the Swedish insurance company If collaborated with a well-known Swedish designer to make a collection with reflector styles.

This year, If is working together with Örjan Anderson who founded the brands Cheap Monday and Weekday and now runs the shop Från Ö till A with a brick and mortal store at Södermalm in Stockholm and an online shop where the collection will be sold.

“We have chosen to work with Örjan Andersson because he is a pioneer in the fashion industry who has made a mark with his conceptual ideas. More importantly, he is able to reach the target group that is the worst at using reflectors – millennials,” says Källman.

Last year If worked together with Ann-Sofie Back who created the collection “Watch Your Back” – a collection with reflector clothes and accessories. The response was great and the collection sold out almost before the dark even came.

Källman explains the purpose of the campaign isn’t to sell clothes but to draw attention to this issue and hopefully help people to reduce the risk of getting hit by a car in the dark.

“We hope that the collection will inspire other companies to produce clothes and products with reflective features,” Källman says.

Watch the campaign film here:

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