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@Scoot
Well I bought it from the MoMA gift shop in New York, thinking it was nicely designed and that it would be mega unique and awesome when I got back to London. Only to see two people with the same one within days of returning, and at least 50 more since then. It's a massive hipster trend. Sigh. And Swedish people keep telling me how all the schoolchildren have them in Scandinavia.
Childrens seatbelt straps seem the way to go, thanks Alkali!