Keep them visible – keep them safe!

Pops waterproofsAlarmingly, 419 child pedestrians were killed or seriously injured in the North West in 2005, with more than half happening between 3-6pm, according to the Department for Transport. To help combat this worrying problem, Swedish children’s fashion label, Polarn O. Pyret (PO.P) is supporting Road Safety Week, 5th-11th November 2007, by making children more visible in the dark.

Jo Nilsson, marketing director at PO.P, comments, “Far too many of our children are getting hurt on the roads and we want to ensure that they can walk to and from school and play out safely. Children love being outdoors, and we have designed our clothes to allow them to do so whatever the conditions.”

Luminous yellow high viz vests, funky and functional waterproof coats, bright stripy wellingtons, and school bags all have reflector strips to make kids stand out to motorists. The entire Autumn/Winter range has also been made to withstand the most adventurous play – come rain, snow or shine. So there is no reason not to let the kids run free this season.

All clothes in the range are comfortable, practical, reliable, durable and stylish, and are:

  • designed to be put on and taken off easily – very important for children
  • soft, natural materials, essential for delicate young skin

PO.P can be found in House of Fraser stores in Norwich, Manchester and Birmingham with Oxford Street, London opening at the end of August. In addition there are currently two large high street stores – in Windsor and Brent Cross Shopping Centre. A number of new stores have been planned for this year, including Derby and Edinburgh.

To find out more about PO.P, visit

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