Örjan Andersson, Swedish heavyweight in the fashion industry, launches reflective collection with If Insurance
As the hours of daylight decrease in Sweden, we see an unfortunate increase in traffic related injuries of pedestrians. Even though reflectors reduce the risk of pedestrians getting into an accident, only one out of four Swedes wear them. For the second year in a row, If Insurance launches a reflective collection to increase visibility of pedestrians in the dark. This time Örjan Andersson, jeans designer and founder of celebrated brand Cheap Monday, has taken on the task of developing a wearable collection that can save lives.
Despite the prolonged darkness, Scandinavians are not using reflectors as much as they should. A simple reflector can reduce the risk of getting hit by a car by 50% when walking in traffic. A new survey released by If Insurance shows that three out of four Swedes (76%) seldom or never wear reflectors. Less than two out of ten millennials say that they always wear reflectors when they are out in the dark. The majority stated forgetfulness and vanity as main reasons.
To overcome this issue, If Insurance has launched a reflective collection in collaboration with denim designer Örjan Andersson, founder of popular brands such as Cheap Monday and Weekday. The campaign is a sequel to last year's award-winning campaign with the brand BACK to get more people to use reflectors during the darkest months of the year.
- We are very pleased that Örjan Andersson took on this year’s mission as he has made a significant impact in the fashion industry. Katarina Mohlin, head of communication at If Insurance, chimes in agreement saying that he has the ability to make a mark with his conceptual ideas
As for Örjan Andersson, it was a unique opportunity to be able to create a stylish design based on statistics.
- I liked the concept right from the start - a clothing line that can save lives. Especially keeping last year's successful campaign in mind. It is a likeable project that works towards security for all. If I see a single person with reflective pants on, I know it has made a difference, says Örjan Andersson.
The campaign has also been launched in other Nordic countries under the working title Reflectif. In Norway, fashion designers Mardou & Dean took on the challenge while Laura Juslin will launch her collection in cooperation with If in Finland.
Örjan Andersson's collection consists of a unisex uniform that can be styled endlessly - a pair of jeans with reflective stripes, a bomber jacket, cap, beanie and sweatshirt.
The clothes are available in stores from November 6 and will be sold at Från Ö till A online and in stores, and at Åhléns City in Stockholm and Gothenburg.
Read more about the initiative and see the film at if.se/reflectif.
For more information contact: Caroline Uliana, head of externa communication, If
firstname.lastname@example.org 070-628 23 63
If is the leading property and casualty insurance company in the Nordic region as well as to Nordic customers with international operations. If have approximately 3.6 million customers in the Nordic and Baltic countries. If's gross premiums written total SEK 40 billion and it has 6,200 employees.