It is called Efeterträda (which the Ikea website translates as successor), and we are not talking about the latest Ikea kitchen but the first streetwear collection of the Swedish giant. From furnishings to clothing, the spirit is the same: simple and practical garments and accessories. With accents that come from the Rising Sun.
The capsule was born from a collaboration between the parent company in Sweden and the Japanese branch in Tokyo. It is no coincidence since we are talking about one of the capitals of design and above all of the streetwear in the world. The collection keeps in mind the values of democratic design at the base of all Ikea products that today range: from furniture to home decor, passing through publishing and foods & beverages, which are those of simplicity, functionality, and minimalism.
The collection is not made up of simple Ikea branded merch but represents a substantial effort in lifestyle, starting with clothing items such as t-shirts, sweatshirts, and tote bags. But it also comes to include everyday accessories like portable fans, keychains, water bottles, and towels.
However, it is not the first time that Ikea has dealt with the world of fashion. In 2017, the very spacious Frakta bag that customers at the checkout filled with pans, lamps, and knick knacks, had even been the “muse” of a luxury house. The idea of replicating it in a deluxe version came from the creative director of Balenciaga, Demna Gvasalia who, not without a certain irony, he had launched a very similar shopper: maxi, blue, in leather, sold for 1,700 euros.
Ikea’s EFTERTRÄDA collection will be available in Italy from autumn 2021. In July 2020, it was already available in Japan, and in December, it landed in the Republic of Singapore. Only Europe remained. And now we just have to understand if product sales will follow the same trail as Lidl sneakers in the latter.
