After a very successful launch in Japan in July 2020, then followed in Singapore and Malaysia, finally IKEA Indonesia officially launches the special collection for its fashion line in the EFTERTRÄDA series. This series presents a collection of clothes that fit the character, personality, background, and unique fashion sense of each wearer from young to adult.
The word EFTERTRÄDA comes from Swedish language that means ‘successor’, given that IKEA has been established in the home furnishings business, they hope its clothing and accessories line to be successful as well. The series has a simple and minimalistic IKEA design but is still adorned with the colorful IKEA logo yellow and blue. One of the unique designs of this series is hoodies and t-shirts with barcodes from the best-selling products IKEA, BILLY bookshelf. Adapting the streetwear style, EFTERTRÄDA has the characteristics of being versatile and effortless, so it can be mixed and matched with any fashion style. This series consists of hoodies, t-shirts, bath towels, bags, water bottles, eco tote-bags, and key chains.
“Over the years, many high fashion brands have brought IKEA designs to the catwalk. This shows their high enthusiasm and interest in a fashion collection that describes the uniqueness of the IKEA brand. Since our household furniture series has been loved by many Indonesians, we think it is time to bring the EFTERTRÄDA fashion series to Indonesia as a manifestation of our vision to create a better everyday life for many people, one of which is by presenting fashion products that are suitable for everyone.” said Country Marketing Manager of IKEA Indonesia, Dyah Fitrisally.
In line with IKEA’s sustainability mission, the EFTERTRÄDA series is also made environmentally friendly, and can be recycled. Hoodies, t-shirts, towels, and tote bags from this series are made from eco-friendly materials. In addition, drinking bottles are also one of IKEA’s efforts to reduce plastic waste. All of these are IKEA’s efforts to have a more positive impact on the environment.
IKEA Indonesia also introduced the hashtag #DefinisiNyaman as part of the launch of the EFTERTRÄDA series in Indonesia. “Being comfortable according to IKEA has various meanings. Not only means a collection made of comfortable materials, but can also be interpreted as something that fits with the characteristics and personality of each person, and EFTERTRÄDA represents both,” continued Sally.
To support IKEA Indonesia’s goal of introducing EFTERTRÄDA, IKEA Indonesia invited Fashion Enthusiast and Content Creator, Ayla Dimitri, and and Creative Entrepreneur, Dendy Darman. Ayla gave tips and tricks to do mix-and-match using EFTERTRÄDA so people can be more comfortable with clothes looking timeless and versatile, meanwhile Dendy stated that EFTERTRÄDA will be a new and fresh trend, not only for IKEA customers but also in the streetwear fashion community.
The EFTERTRÄDA is available from 10 June 2021. The collection can be purchased at affordable prices starting from IDR 19,900 to IDR 299,000 at all IKEA stores and can be obtained online at the official IKEA.co.id website and the IKEA Indonesia application.
IKEA Alam Sutera
Jl. Jalur Sutera Boulevard No. 45
Alam Sutera, Tangerang 15320
IKEA Sentul City
Jl. MH. Thamrin no 57
Babakan Madang, Sentul City
Sentul Selatan – Kab. Bogor
IKEA Kota Baru Parahyangan
Jalan Parahyangan Raya kav. 9
Kota Baru Parahyangan
Kertajaya Padalarang, Kabupaten Bandung Barat
Jawa Barat 40553