Smart in the Dark is a Swedish company based in Kungälv. Since 2014, we have been developing and designing reflective products and reflective accessories for anyone who wants to make themselves visible in traffic.

Our reflectors allow you to be seen in the dark from over 125 metres away. They are CE marked, and manufactured in 3M Scotchlite, which is one of the safest and best reflective materials on the market.

At Smart in the dark, we want everyone to be visible in the dark. What’s more, we think wearing reflectors should be both smart and stylish. This is why we’re constantly striving to create innovative products with design, safety, quality and function in focus.

All of our products and accessories have reflective details in Nordic designs such as cloudberries, braids, mountain tops, northern lights and lingonberries. The collection is called the Nordic Silver Collection and was developed in collaboration with the Nordic Design Office in Borås, and the branding agency Gappio, as well as in collaboration with the designer and illustrator Lidia Blomgren.

The collection contains everything from reflective hats and reflective bags, to reflective belts and reflective shawls. Check out the entire collection here. Wearing a reflector from Smart in the dark makes a valuable difference – it’s stylish, smart and safe!

Did you know that 40% of all road accidents involving pedestrians happen in the dark in built-up areas?

About us: Our story
In 2014, Ann-Sofie Hermansson founded Smart in the dark. She came up with the idea after one day noticing…

Our business concept
Our business concept is to offer designer reflectors for well-dressed women and men…

Sustainable production
Our reflectors are developed and manufactured with respect for the planet’s resources…