From flat pack to style: Ikea enters the streetwear sport

Though the Ikea brand is traditionally known for its homeware and iconic meatball dish, it has inadvertently become a status symbol among the hypebeasts in recent years.

The start of the retailer's most recent collaboration with Off-White's Virgil Abloh at their Wembley store came with a hype usually reserved for the latest Supreme drop, and in 2017 he even had to call Balenciaga about his $ 2,000 bag, which bore a remarkable resemblance to Ikea's staple Frakta Shopper.

It's not uncommon for streetwear lovers to wear fake Ikea t-shirts on the streets of Tokyo, but now the retailer's Japanese branch has decided it is time for the real deal.

The Efterträda collection is Ikea's first clothing and accessories collection that was developed in-house and is directly inspired by the street style of Tokyo’s youth.

The collection includes fashionable staples such as a T-shirt, a hoodie and towels as well as accessories such as an umbrella and a shopping bag, and is accompanied by a lookbook that was created in collaboration with Wieden + Kennedy Tokyo.

The lookbook takes an unfiltered look at the fashionable Tokyoites in their homes, including imma, the most popular virtual model in Japan, and creative director, artist and stylist Bunta Shimizu, among others.

The collection was officially launched last month at the Ikea store in Harajuku, also known as Tokyo's streetwear heartland, and will be available in stores across Japan from August 7th.

Agency: Wieden + Kennedy Tokyo
ECD: Scott Dungate
Creative director: Max Pilwat
Art Director / Designer: Shohei Kawada
Copywriters: Max Cameron, Haruto Murata
Production manager: Kerli Teo
Agency producer: Yoko Onodera, Ty Demura, Siyun Kim
Photographer: Kisshomaru Shimamura