From wardrobe solutions to wardrobe options, the EFTERTRÄDA Collection is here
High end fashion brands have paid homage and brought IKEA’s design to the catwalk, whilst fake logo t-shirts are commonly seen in the streets of Tokyo. Now it’s time for the real thing with the launch of the ‘EFTERTRÄDA Collection’.
In close collaboration with IKEA of Sweden, IKEA Japan has developed a collection both inspired by, and made for, the people of Tokyo.
‘EFTERTRÄDA’ is Swedish for ‘successor’. Could our clothing and accessories line succeed our home furnishing solutions?
On top of a t-shirt and a hoodie, the EFTERTRÄDA Collection also features a tote bag, an umbrella, two bath towels, two water bottles and more to come.
The collection is available in all IKEA stores and online.
Unlike our usual catalogue, the EFTERTRÄDA Lookbook takes an unfiltered look at the small space living of young, fashionable Tokyoites inside their real homes. You can leaf through the digital version below.
At Home with the Youth of Tokyo
Diversity is what makes Harajuku special and we wanted to represent this cultural melting pot. Especially since we’re now in the neighborhood.
We spent time at home with five unique characters and saw how they expressed themselves through their homes. One of the stars of the lookbook, imma, has amassed a worldwide following despite being a virtual model. It also features the Creative Director, Artist and Stylist Bunta Shimizu, Musician for 羊文学 (Hitsujibungaku) Moeka Shiotsuka, Photographer and Model Kyohei Hattori, and Model Nene.
The EFTERTRÄDA Collection
Our first ever merchandising collection which uses the official IKEA logo as its main design, takes cues from our approach to home-furnishing, with simple, everyday takes on clothes and accessories. The barcode motif gives a nod to our best-selling product, the BILLY Bookcase.