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Transport for London

‘Sorry I didn’t see you’ – fashion accessory challenge

Your chance to win £2,000!

Sorry this competition is now closed. Congratulations to the winner.


SIDSY is an acronym for “Sorry I Didn’t See You”, a term often heard by cyclists post conflict with other road users in which the road user failed to see them. In the UK, 1 in 3 road traffic fatalities is a pedestrian or cyclist. Typically, in these cases, drivers fail to see pedestrians or cyclists until it is too late. In 2009, Paris based fashion icon Karl Lagerfeld contributed to the new French road-safety campaign. Wearing his normal attire of a black suit, dark sunglasses, and fingerless gloves, Lagerfeld donned a fluorescent reflective safety vest in an effort to encourage “bicycle riders to equip themselves with security vests”. The tag line of the French campaign was: “It’s yellow, it’s ugly, it doesn’t go with anything, but it could save your life.”

The TfL SIDSY Accessory Challenge asks designers to change the paradigm in which aesthetics are abandoned in search of safety. Can we have both? Can you create a new accessory that is fashionable yet still maintains the visibility of the traditional reflective vest to other road users? The winning designs will be licensed by TfL and manufactured and distributed, through TfL’s online shop, to cyclists throughout London and beyond!

To find out more about what’s needed and how to enter download the brief below.

Winners will be notified by: 11th May 2012


The closing date for submissions is: 17.00 BST on 7th May 2012

This competition was run in partnership with:
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