Our Story

LiteUp was created for one simple reason. Australia needed this.

Visibility options existed, but no one actually wanted to wear them.

In the early mornings and the long glowing evenings we all love, most reflective gear looked bulky, fluorescent, or awkward. It didn’t match how people actually dress, move, or live. There needed to be an option that felt natural to wear. Something functional, minimal, and stylish from the first glance.

But visibility isn’t just a style problem.

In low-light conditions, people are often seen too late. Early mornings, late afternoons, winter light, shade, and busy environments all reduce contrast and reaction time. Many incidents happen not because people are careless, but because they aren’t visible early enough.

Inspired by Scandinavian winter culture, where reflective accessories are part of everyday life, LiteUp brings that same quiet practicality into a modern, design-led approach. Pieces that blend seamlessly into an outfit while standing out when it matters most.

LiteUp is made for early walks, runners on paths at dusk, cyclists moving through busy streets, workers heading out before daylight, and families exploring their neighbourhoods year-round.

LiteUp is a small Australian brand with Scandinavian roots, committed to making visibility effortless, wearable, and part of everyday life. Built on a simple belief: feeling seen should feel good and look good.