About

ABOUT US

Peter Lievens: Turning Safety Into a Mission

In 2004, after being involved in two cycling accidents and hearing the same words each time — “I didn’t see you” — Peter knew something had to change. That moment marked the start of a mission to make as many people as possible visible on the road — and that mission became WOWOW.

From Aalst, Belgium, WOWOW has grown to make people visible all over the world. Over the years, we’ve launched new collections and innovations — always with one clear purpose: improving road safety through visibility. Today, we’re proud to be the most trusted name in the fluo and reflective market, with a presence across Europe and beyond.

Trendy Visibility for Everyone

We believe visibility should feel as good as it looks. That’s why we’ve made safety a matter of trendy visibility — developing products over the years to match the taste of everyone: from kids on their way to school, to city commuters, professional cyclists, runners, and anyone enjoying outdoor activities. Our collections blend certified safety with comfortable, eye-catching design — from vests and technical gear to accessories for both adults and kids — all proudly developed in-house. Because when it comes to safety, visibility should never be compromised.

Certified Visibility

At WOWOW, we believe visibility should be more than just stylish — it must be reliable. That’s why every product we design meets the European standard for self-protective clothing. From vests and jackets to accessories, our collections are crafted with strict safety requirements, ensuring they perform in traffic and low-light conditions. Because for us, certification isn’t just a label, it’s a promise: you’re not just visible, you’re truly safe.

Who’s got your back when it comes to visibility?

At WOWOW, it’s not just about products — it’s about people. From Peter to every member of our team, we’re united by one goal: supporting your safety journey with gear that works just as hard as you do. We stand behind our quality, innovation, and the trust we’ve earned — so you can focus on what matters, knowing we’ve got your back day and night, in every light and on every road.