FORTY Clothing backs national campaign to promote seatbelt safety
Harry MillerGlasgow brand urges customers to 'Be a belter' and buckle up on every journey
Glasgow streetwear brand FORTY Clothing is supporting a national campaign highlighting the importance of wearing a seatbelt on every journey.
In partnership with the Scottish Government and Road Safety Scotland, the popular apparel label is urging customers to “Be a belter”, reminding them that seatbelts are “the life-saving, must-wear essential”.
FORTY’s city-centre flagship store in Glasgow’s Royal Exchange Square has been transformed to promote the ‘Be a belter’ message with an impactful new window display to encourage seatbelt safety, whilst inside the store, sobering statistics highlight the potentially devastating consequences of failing to buckle up.
During the week-long partnership, customers can pick up a free, limited-edition Belter seatbelt cover featuring Forty’s iconic branding, exclusive to the Glasgow city-centre store and available while stocks last.
Despite being a simple step that can save lives, 11 per cent of drivers have admitted to not always wearing a seatbelt in the front or back of the car, while around one in five drivers (18 per cent) said they don’t think it’s important to wear a seatbelt in the back.1
Figures show 21 per cent of those killed on Scotland’s roads over a five-year period were not wearing a seatbelt2, and research demonstrates wearing a seatbelt reduces both fatal and non-fatal injuries by 60 per cent in front-seat passengers and 44 per cent in back-seat passengers.3
Not wearing a seatbelt was seen most frequently amongst young fatalities, particularly young males. Those aged 16-25 accounted for 20 per cent of fatalities not wearing a seatbelt over a five-year period.4
Harry Miller, founder of FORTY Clothing, commented:
"The stats for young fatalities not wearing a seatbelt really struck a chord with us, it’s a sobering thought that anyone in our community could risk their life simply by not wearing a seatbelt at any time they get in the car. Not only do we have a large demographic that could be massively impacted by this, but my own son falls into this category, which really hit home for me. Giving a platform to this campaign is our way of reminding people that wearing a seatbelt can be the difference between life and death. That’s why we’re urging everyone to be a belter and buckle up on every journey."
The partnership is part of an ongoing nationwide campaign launched by Road Safety Scotland and Police Scotland which stresses the importance of always wearing a seatbelt – regardless of time of day, length of journey, and whether you are driving on busy or quiet roads. It also reminds people that it is a legal requirement to wear a seatbelt while traveling in a taxi or private hire vehicle.
Chief Superintendent Hilary Sloan, Head of Road Policing at Police Scotland, said:
"Wearing a seatbelt isn’t optional, it’s the law. Our officers will engage with and educate drivers and passengers on the importance of seatbelts, but we will also continue to take appropriate enforcement action, with those caught not wearing a seatbelt facing a fine up to £500.
“Drivers should also remember they are legally responsible for ensuring passengers under 14 are using their seatbelts, with fines issued for every child not properly restrained.”
“The evidence is clear – seatbelts reduce injuries and save lives. It’s not just you who gets hurt, not wearing a seatbelt can have devastating consequences for your family and loved ones. Don’t take an unnecessary risk – wear a seatbelt every time you travel.”
For more information go to roadsafety.scot.
The FORTY Clothing partnership will run from 3 to 9 February 2025 at the city-centre store at Royal Exchange Square.
- RITS: Driver attitudes and behaviors tracker, Road Safety Scotland (September 2024)
- In-Depth Road Traffic Fatalities Report for the Years 2015-2020
- PACTS: Seat Belts: Time for Action, March 2020
- In-Depth Road Traffic Fatalities Report for the Years 2015-2020
