From wardrobe solutions to wardrobe options, Now introducing new items in the EFTERTRÄDA Collection
For years, highigh 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?
The collection now has a kid’s T-shirt, hoodie and two key rings in an IKEA iconic shape.
The collection is available at IKEA Shibuya and IKEA Harajuku from November 30th and will be sold in all IKEA stores and online from around December 11th.
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.
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 four unique characters and saw how they expressed themselves through their homes. It 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.