IKEA unveils first branded fashion and accessories collection

IKEA's Japanese arm has released the company's first branded merchandise collection, featuring 10 pieces of clothing and accessories emblazoned with its logo and the barcode of the iconic Billy shelving system.

Called Efterträda, the line includes t-shirts, hoodies, bottles, umbrellas, towels and tote bags and is set to be expanded further in the future.

Bootleg IKEA-branded clothing and accessories have proliferated on the internet for years, with designer Demna Gvasalia copying the brand's iconic blue Frakta bag for Balenciaga in 2017 and two LA-based brands teaming up to turn the tote into a baseball cap.

But save for a lone bucket hat that was released last year, this marks the first time the retailer has responded with its own series of branded apparel and accessories.

According to IKEA, the Efterträda collection mimics its approach to home-furnishing, "with simple, everyday takes on clothes and accessories".

All the items are rendered in plain white, with the towel and reuseable water bottle also available in the company's distinctive shade of yellow.

The tops and towels are made from 100 per cent sustainably-sourced cotton, while the collapsible umbrella is made from recycled polyester.

The oversized barcode that features on all of the designs is reminiscent of a rug created for the brand by Virgil Abloh last year, which was designed to look like an IKEA receipt.

Although developed in close collaboration with IKEA of Sweden, the collection is exclusively available in Japan and "inspired by, and made for, the people of Tokyo".

In keeping with this concept, the lookbook sees the pieces modelled by some of the city's most stylish residents inside their own homes – including artist Bunta Shimizu, Moeka Shiotsuka of indie rock band Hitsuji Bungaku and photographer and model Kyohei Hattori.

"Unlike our usual catalogue, the Efterträda lookbook takes an unfiltered look at the small space living of young, fashionable Tokyoites," wrote the brand.

The Efterträda collection forms part of a wider trend of non-fashion brands dabbling in apparel in a bid to raise their profile.

Recently, both the Musée du Louvre and auction house Sotheby's have released clothing imprinted with their logos, while tool manufacturer Fiskars debuted an entire streetwear collection at the pre-pandemic Pitti Uomo menswear shows in Florence.

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