We decided to use colours that people would actually wear. In the absence of light the colour of your jacket means squat. In the case of our softshell jackets, they were not conceived as pure cycling jackets, rather more for general use. The pics on our site don't reflect the use of a lot of reflective accents but the new jackets actually are loaded with reflective.

In terms of efficacy of colour, we have a number of police departments now testing the jackets for their bike patrols. Visibility is an issue for them, and yet they did not specify hi-vis fabric colours...rather all have chosen to test our charcoal version.