Our story
About Us
ReflecToes starts with performance gear, then adds high visibility so you do not have to choose between performance and being easier to see.
The idea started with a simple observation. Reflectors on bike pedals and wheels are easy to notice because they move in a pattern that looks different from a static reflective patch. We wanted to bring that same idea to clothing people would actually wear for running, cycling, and walking.
Meet the founder
ReflecToes was founded by Ben O'Brien. From 2010 to 2015, Ben worked at Avery Dennison in product development, including reflective materials used by major athletic brands such as Nike and Under Armour.
That background made reflective materials familiar, but the idea for ReflecToes came from everyday life. In 2016, while living in Montreal, Ben and his family rode bikes regularly and shared the road with cars. Watching pedal and wheel reflectors move under headlights made one thing obvious: movement itself was part of what made those reflectors noticeable.
That led to a question: why not put high-intensity reflection around the ankle, where every running stride and pedal stroke creates a repeating human-motion pattern?
After rounds of sampling and product development, ReflecToes launched publicly through Kickstarter in 2017.
Why biomotion matters
Biological motion is the recognizable pattern created by moving parts of the human body. Research has repeatedly found that reflective cues on moving joints can help drivers recognize a person from farther away than torso-only reflection in tested nighttime conditions.
In one cyclist study, moving-joint reflectors were recognized nearly 6× farther than black clothing and over 3× farther than a reflective vest alone.2 In a separate walking study, full biomotion placement was recognized up to 7× farther than an equal-area torso reflective configuration in one test condition.1
Those studies tested the visibility principle. We apply that principle by putting high-visibility and reflective material on parts of the body that move, especially ankles, hands, and arms.
Performance first
Visibility does not help much if the gear is uncomfortable enough to stay in a drawer. That is why our products start with the job they need to do.
- Socks use athletic, moisture-wicking construction, arch support, heel stability, and separately applied high-intensity reflective material around the ankle.
- Jerseys use breathable performance fabric, cycling pockets, fluorescent daytime color, and reflective panels.
- Gloves combine grip, padding or insulation, touchscreen function, and visibility on the moving hands and wrists.
- Vests and jackets add reflective coverage without giving up practical features such as ventilation, pockets, weather protection, and packability.
- Reflective decals let you add high-intensity retroreflection to bikes, helmets, wheels, and compatible clothing.
Day and night are different problems
Fluorescent and retroreflective materials do different jobs. Fluorescent colors use UV-rich daylight to create extra visible brightness. Retroreflective materials return light toward its source, which makes them especially useful under vehicle headlights at night.
We use both where they make sense. We also keep the underlying research available on our Science & Sources page so you can see what was actually tested.
What we are trying to build
ReflecToes is a small company. We make gear for people who run, ride, and walk outside, often in the same conditions we do. Our goal is straightforward: start with gear that performs well, then add visibility in places where it can be most useful.
Questions about a product or how the technology works? Contact us or email info@reflectoes.com.