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Law enforcement officers crowded into the downtown Mr. Mac clothing store Thursday to push what they hope will become the latest fad in men's fashion: wearing a seat belt.
Mac Christensen, owner of the chain, is even offering a free accessory to help families tell the men in their lives how important seat belts are on Father's Day: bright orange ties that have a picture of a black seat belt snaking across them.
National studies have shown that men are much more reluctant than women or children to wear seat belts. They also suffer higher fatality rates in car crashes because of it.
"One of the best ways you can truly demonstrate your love for your father is to remind him to buckle up every trip, every time," Christensen said. So his clothing stores are offering 600 free "seat belt" ties while supplies last.
"We are proud to support such an important message," he said, "to protect the lives of the people we love."
State and local officials held a news conference in his downtown store to push again the importance of seat belts.
"Last year, there were 74 fatalities on Utah roadways from those who were not wearing their seat belts," half of all fatalities, said Utah Highway Patrol Trooper Lawrence Hopper. Another 32 have died so far this year after not buckling up, and another five died who were not strapped in properly — such as putting shoulder straps under their arms.
Miles Romney said a seat belt saved his life 10 years ago in an accident when his Suburban was hit by a Mustang with five teenagers in Hobble Creek Canyon. Three teens in the other car were killed, including two who were not buckled and were ejected.
"I broke a few ribs, but it would have been a lot worse if I had not been wearing my seat belt," he said. "My father, who was staunchly opposed to wearing seat belts for most of his 60-some-odd years of his life, happened to be wearing his seat belt, survived, and now has become a very strong advocate" of the restraints.
"Nobody rides in our automobiles without putting on a seat belt," Romney said. "It's a three-second process, and it can save lives."
South Jordan police Officer Sam Winkler, a trained child safety-seat technician, said he has sometimes investigated complaints about kids taking off their restraints. He found nothing wrong with their safety seats, but discovered the children were copying the behavior of parents who took off their seat belts while driving.
"Check your own habits," he said to fathers, noting that young children often see them as superheroes. "Make sure you are wearing seat belts, and that everyone in your care is wearing seat belts."
For dads who believe seat belts don't work, he held up his police ballistic vest. "I wear this every day I work. Although it's not guaranteed to protect me 100 percent of the time, I have a much better chance of surviving when I use this — just like I have a much better chance of surviving when I use a seat belt."
Officers also reminded the public that the Legislature just passed a tougher seat-belt law.
It now makes failure to wear a seat belt a primary offense, meaning officers can stop and cite people directly for the lapse. It carries up to a $45 fine. Previously, Utah had a "secondary" law for those age 18 and older, meaning a ticket could be issued only when an officer stopped a vehicle for another reason.