2014 here at Deadly Serious has already been a great year, and things just keep on getting better. We are super proud to announce the new addition of ICNY Sport to the Deadly Serious distribution collective. ICNY utilises a unique 3M application on apparel and accessories that produce a strobe like effect when lit, making the wearer visible at night. ICNY is for anyone who wants to be seen at night; cyclists, runners, skaters and pedestrians alike, meeting at the intersection of safety and style! Everything form design to test production happens at Cherman studio's in Brooklyn, New York.
