IKEA launches a beachy collection with World Surf League
Two iconic agencies have come together to launch a product lineup that caters to the outdoor lifestyle and the environment. IKEA, in partnership with the World Surf League, released the KÅSEBERGA collection in early May 2022. With respect to the ocean and the recreational lifestyle surrounding it, the collection is practical and made from eco-friendly materials.
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At home and on the go, the KÅSEBERGA collection responds to life with products that are adaptable to changing conditions.
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“These needs are relevant for many more people than surfers and inspired us to create products that enrich everybody’s lives with similar demands,” said Wiebke Braasch, designer at IKEA of Sweden. “With this collection, we hope to spread the joy of the surfing lifestyle in the home and everyday life of many people.”
Products include a beach towel, yoga mat, water bottle, a hand plane for body surfing and a bag uniquely designed to aid in beach clean-ups, among others. The partnership makes sense. The World Surf League’s has a passion for the ocean. Meanwhile, IKEA’s mission to produce quality, affordable and environmentally-friendly products.
Furthermore, the collaboration included input from reputable surfers Kassia Meador and Rob Machado. There was an emphasis on designs that are low-impact for the water, air and planet. However, a high impact in regards to function and fashion.
“It has been an honor and a pleasure to team up with Rob Machado, the WSL and IKEA to create KÅSEBERGA,” said Kassia Meador, surfer and business owner. “A collection of ocean-inspired home goods and on-the-go surf essentials in the most functional high vibe low impact way. For the ever-growing global community of earth-conscious surfers and beach lovers.”
The name of the collection, KÅSEBERGA, comes from a small city in Sweden. It’s home to one of the most southern surf breaks in the country. Thereby, many of the products are made from recycled polyester, diverted from the landfill. Other materials are made from renewable materials, such as bamboo and cork.
“Watching the IKEA KÅSEBERGA collaboration come to life and working with their designers on developing these sustainable products has been a truly rewarding experience for us at WSL,” said Cherie Cohen, WSL chief revenue officer. “IKEA’s sustainability initiatives align closely with those of the WSL and our fans. We are confident that these products made using recycled and renewable materials will be hugely popular with surfers, ocean lovers and design enthusiasts.”