T-shirts, umbrellas and towels with the symbols of the Swedish retailer will be available from the end of July.
The collection, called EFTERTRÄDA, which can be translated from Swedish as "successful" or "successful", is released in honor of the partnership between the Swedish and Japanese divisions IKEA. This is the first such project of the company, it has not previously produced goods with its own symbols for sale to the general public.
The collection will include t-shirts, an umbrella, a sweatshirt, towels, water bottles, a shopping bag and other items. Some of them bear the company's logo, as well as T-shirts and other accessories with a barcode that is a reference to the retailer's most popular product - BILLY bookshelves. In creating its first merchandising collection, the company stuck to its core principles and focused on simple, everyday pieces of clothing and accessories.
The inspiration for the creation of EFTERTRÄDA, according to a company press release, was the people of Tokyo, who will be the first to have the opportunity to purchase such souvenirs. The creators of the collection report that in order to create its lookbook, which will be available in electronic form in the near future on the official website of the company, photographs of young Tokyo residents were taken in the natural environment of their own homes.
From July 31 until August 6, the collection will be available exclusively at IKEA Harajuku in Tokyo. Later, souvenir products for IKEA lovers will appear in other stores around the world, but the exact dates have not yet been announced.