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

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.

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, visit:http://shop.tfl.gov.uk/sidsy.html

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

Submissions to be sent to:

TfL Cycling Fashion Accessory Challenge
13th Floor Windsor House,
42-50 Victoria Street,
London
SW1H 0TL

Winners will be notified by: 11th May 2012

Enquires regarding the competition can only be answered by e-mail:cyclingaccessory@tfl.gov.uk

Photograph by: Mel Ndiweni,London Photographerat www.mindofmel.co.uk