Pictures and Words If & Weekday

This is the third year If will collaborate with the fashion industry. A survey released by If Insurance shows that only 2 of 10 young adults (in Sweden) consistently wear reflectors, which puts their lives at a great risk. The majority stated forgetfulness and vanity as main reasons. “We are therefore very pleased to now be working with Weekday, a brand with great influence with and knowledge of the group that uses reflectors the least – millennials,” says Katarina Mohlin, Head of Communication at If.

The new collection will include six pieces in total. Four bags, a cap and a choker necklace. The collaboration offers Weekday customers new designs that will make reflectors both relevant and coveted. “We have long worked on issues related to fashion, people and social responsibility and we are constantly looking for new opportunities where we can integrate all three. This collection does just that – it’s modern and stylish, and we believe that it can help save lives. We hope that together with If we can make a difference.” – Liselott Olovzon, Head of Marketing at Weekday.

The collection will be available in Weekday online shop (for Finland) and stores in other countries from November 1st, 2016.

if_x_weekday_press_0006_7
If x Weekday
if_x_weekday_press_0001_2
If x Weekday
if_x_weekday_press_0005_6
If x Weekday