Sustainable Lifestyle Brand Reform Collabs With IKEA For An African Inspired Hip Collection
The trendy collection has married African culture and sustainable design
Eco-friendly, Cairo-based lifestyle brand Reform Studio has been chosen to design and launch IKEA’s newest African inspired collection entitled öVERALLT. Diving into the contemporary African design scene, IKEA joined hands with South-Africa based brand Design Indaba to pioneer the collaboration.
The limited-edition collection is crafted by ten African designers specialising in fashion, textile, architecture and furniture design from across the continent. Featuring tableware, textiles, furniture and sustainable fashion items, the collection is inspired by the preservation of natural resources and Egyptian-African lifestyles.
A tote bag from the öVERALLT collection by Reform x IKEA
Courtesy of Reform Studio and IKEA
Through the intricate craftsmanship, the collection seeks to enrich knowledge on African creativity and challenge traditionally held stereotypes. Included in the collection is a tote bag made from waste material found in packaging production and an authentic rug made from packaging waste and hemp material.
The international Reform Studio brand is the brainchild of female duo Hend Riad and Mariam Hazem, who have always aspired to promote a sustainable culture through the redevelopment of objects to ‘reform’ the world.
The öVERALLT collection is available now. ikea.com
Watch: 10 Luxury Fashion Brands That Are Also Sustainable