Ice Cold Apparel

We get a ton of information regarding new brands every day but it seems rare that one really catches our eye, which is why we were stoked to check out new Brooklyn-based brand Ice Cold Apparel. Begun with the simple premise to provide stylish basics with visibility features after brand founder Michael Cherman was involved in multiple bike accidents, Ice Cold aims to reduce the risk of danger for urban bikers, skateboarders, runners and more. As practitioners of all three, we were sold at our first look. Using 3M Reflective technology, Ice Cold places simple luminescent polka dots on socks and t-shirts that produce a strobe effect when hit by headlights. We’re stoked to see more from this brand and won’t be surprised to see imitators creep up immediately. Check out their full offering after the jump.