Autumn is the time of year we need to make doubly certain we can be seen in the dark. Our mission is to make people want to wear reflectors. We do this by designing and making products in which the reflector becomes a brilliant, elegant feature that also reflects high quality and safety thinking. Getting people to take care of themselves and their loved ones is what motivates us.

It was also one autumn when the Smart in the dark idea first saw the light of day. When our founder Ann-Sofie bought an elegant autumn jacket, she lacked a smart, stylish reflector to wear with it.

Ann-Sofie soon discovered that most adults wore black without any reflectors at all. People are putting their life on the line by being inconspicuous when out and about. Smart in the dark make sure you stay safe – and elegant. We spend huge sums making sure we look good, but when we go out in the dark, no one can see us. We aim to change that!

We will become visible in several new connections and continue to spread the word about being Smart in the dark.

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