Verity cast cyclists in the role of prey and drivers in the role of predators to explore the threatening and startling “deimatic” behaviour used by animals to scare off and distract predators, such as suddenly displaying conspicuous eyespots, as a potential solution to the problem.
The resulting jacket features proximity sensors embedded into its back that control an LED panel.
If a vehicle gets too close to the cyclist, the jacket will respond with intermittent flashing, which gets faster as the vehicle gets closer. The garment is made from waterproof lightweight technical fabrics.
“The aim was to not only develop a responsive garment but also to change the visual language of cycling jackets,” Verity told Dezeen. “The current language of high-visibility jackets is too similar to road signs, highway maintenance works and other barriers in the built environment – resulting in cyclists being seen as obstacles rather than people.”
“The Deimatic Clothing jacket is trying move away from this visual language and develop new perceptions, with the aim of giving cyclists more space on the road and a safer riding experience,” he added.
Deimatic Clothing was developed as part of Will Verity’s graduate project for his BA Product Design course at Central Saint Martins.
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