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Northwave launches 'Be visible. Be safe!' campaign
Nov '12
To be or to show off? When you pedal in conditions of poor visibility, standing out and having everyone’s eyes on you is not a fashionist’s whim but a true necessity. When you are stuck in the chaotic city traffic or riding along extra-urban roads and paths, it is vital to be able to signal properly your presence to enable auto and truck drivers to maintain the right safety distance. choosing the correct outfit is not just a matter of taste for fashion: it might save your life!

Northwave, who knows well cyclists’ needs and leverages on its strong expertise to create shoes and clothes that can support at best their performances but also their security, is fully aware of the importance of the safety issue and has therefore launched its own awareness campaign. Coming up with a true call to action, “Be visible. Be safe!”, the Italian company invites cyclists to understand the risks linked to their passion and to proactively take a stand to protect themselves wearing accessories and devices projected to clearly signal their presence on the road.

Equipping its clothes and accessories with wide reflective inserts, applied or directly printed on fabrics and positioned in order to grant a true all-around visibility, an eye-catching yellow fluo colouring and the use of supplementary lighting devices, Northwave has created a special high-visibility collection made of a special selection of its Autumn-Winter 2012-2013 collection, to provide clients with a total look that can really improve their visibility in the low light.

High Visibility items are easily identifiable thanks to the Be Visible. Be Safe! Logo that is applied on their labels, to start disseminating the visibility messages already inside the shop and therefore contribute to spread a social consideration for safe trainings.

Besides the High Visibility products, Northwave offer is growing this year with the introduction of the special HiViz LED device, a luminous device to be inserted into a dedicated pocket placed on the jacket’s back. With its dual lighting mode - fixed or intermittent light - is easy to switch on and off simply pushing a button, and is supplied by a 3v Lithium battery that grants from 70 to 140 hours of lighting. By now two jacket models of the Winter Collection, NRG and Evolution, are equipped with this LED device.


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