Brooklyn based ICNY take a unique approach on conventional 3M uses, as they apply the technology to sportswear, providing a functional yet highly wearable collection for Spring 2014.
The brands innovative designs aim to aid cyclists and athletes in staying safe in low level light conditions. The forward thinking collection includes a range of tees, socks, tank tops and long sleeves, incorporating pattern, stripes and graphics, all including 3M technology.
The aim of the shoot was to show how the clothing could be worn both at day and at night, from cycling the promenade to scaling roof tops for skate spots, all the while paying attention to the brands clever use of reflective material.
The ICNY collection for Spring 2014 is available now at Urban Industry
Imagery: Lily Brown
Words: Kieran Sills
Model: Danny Caleb Beldom