If / If x Weekday

In Scandinavia, it gets really dark during the winter months, and pedestrian–car accidents increase dramatically. Wearing a reflector reduces the risk of being hit by a car by half, but studies show many young adults won’t wear them, largely due to vanity. To encourage use of reflectors, If Insurance initiated fashion designer collabs three years ago, to create cooler alternatives to more traditional reflectors. If’s partner for this year’s collection that can actually save lives is the fashion brand Weekday.