IKEA Japan Co., Ltd. (Head office: Funabashi City, Chiba Prefecture; Representative Director, President and Chief Sustainability Officer: Helen von Reis), the Japanese subsidiary of IKEA, the Swedish home furnishing company with a vision of "creating a better everyday life for the many people," will pre-sell the "EFTERTRÄDA" collection, consisting of apparel and goods featuring IKEA's first official logo, at IKEA Harajuku from July 31, 2020.

EFTERTRÄDA is the first collection in IKEA history to feature the official logo, consisting of apparel and goods. The barcode motif is inherited from the best-selling BILLY bookshelf. The EFTERTRÄDA collection, developed by IKEA and inspired by Tokyo culture, is made up of 10 items and, like other IKEA products, was developed based on democratic design*1.

IKEA aims to deliver products that combine design, functionality, quality and sustainability at affordable prices, and to propose a sustainable lifestyle that is kind to both people and the earth.


The collection being introduced this time consists of soft-touch T-shirts, hoodies, and towels made from 100% cotton*2 sourced from sustainably sourced sources, as well as easy-to-carry folding umbrellas made from recycled polyester fabric, water bottles that can be used at the free water refill spots*3 installed in IKEA stores nationwide, which helps reduce the use of plastic bottles, and bags that can be used instead of plastic bags. We hope that this collection will make IKEA feel closer to you and serve as an opportunity to enjoy a sustainable lifestyle. 2020(土) English:


Also to commemorate the release, a lookbook (digital photobook) has been produced, featuring photographs of young people who are driving Tokyo culture in their homes, and will be released soon. This lookbook features young people living in Tokyo today, appearing as they are, in their homes, the most important places in the world to them. Along with this collection, we will be communicating a lifestyle of spending time in your own way, within the limited space of urban life.

Collection Overview
■Collection name: EFTERTRÄDA/EFTERTRÄDA
■Sales start: Pre-sales begin on Friday, July 31, 2020 at IKEA Harajuku
*The release date for IKEA stores nationwide and the IKEA online store will be announced at a later date.
■URL: http://www.ikea.jp/eftertrada

*Details such as product prices will be announced at a later date.

*1 Democratic design is a philosophy that combines all five elements (form, functionality, quality, sustainability, and low price) and influences the process from product design to production at IKEA.
*2 IKEA uses recycled cotton, or cotton that has been grown with less water, fertilizer, and pesticides, increasing farmers' profit margins.
*3 Also register for the app "mymizu," which allows you to search for free watering spots.



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