IKEA and World Surf League riding the waves with KÅSEBERGA
If we all were a bit more like surfers, would we take better care of the worlds oceans? That was the starting point for the collaboration between IKEA and World Surf League. The upcoming collection KÅSEBERGA wants to help people live in sync with the nature and choose renewable and recycled materials.
IKEA has teamed up with the World Surf League to better understand the everyday life of people living in sync with the ocean. No sport relies on open waters as much as surfing, and therefore protecting it comes naturally. Established in 1976, World Surf League is the leading sports organisation for surfers and is dedicated to positively impacting the world.
“IKEA knows how to make lives better at home. At the same time, surfers are also concerned with this planet that we all call home. Surfers have an inherent connection to nature, so who better for IKEA to partner with than World Surf League? Though a collaboration may seem like an unlikely pairing, it actually makes a lot of sense,” says James Futcher, Range Development Leader at IKEA.
The aim is to inspire people to join the movement of choosing a more sustainable life. Or, as surfer Kassia Meador simply puts it: high vibes and low impact.
Together with former pro surfers Rob Machado, Kassia Meador, and more than 3,500 other surfers, IKEA has created the KÅSEBERGA collection that address everyday needs of surfers and global challenges of our planet.
Today, there are 370 million people across the world interested in surfing and more than 40 million active surfers. And since the sport, quite naturally, takes place in open waters, surfers are generally passionate about tackling environmental challenges such as reducing plastic pollution in the oceans.
Meet the designers
To ensure the collection addressed real needs of real surfers and ocean lovers, IKEA brought renowned surfers Kassia Meador and Rob Machado into the heart of the design process. Consisting of 25 unique items, the collection addresses the needs and wants of a healthy, sustainable, and mobile everyday life – in and around water. The products are designed for people who embrace the surfer’s mindset, regardless of whether they ride waves or not.
"IKEA’s long-time approach to Democratic Design plus Rob’s and Kassia's vast experience in living as surfers make for a collection that is not only sustainable but also functional. Most importantly, it is authentic to the surf community at an affordable price," says Wibke Braasch, designer at IKEA.
California born and bred, Kassia Meador began surfing at age 14. And just three years later, she was a sponsored pro-longboarder travelling the world. In 2015 she launched KASSIA+SURF, a brand for women by women that focuses on planet conscious solutions with designs rooted in authenticity gained through 23 years of surf experience.
"To me, 'high vibe low impact' is beautiful design, super cool visual aesthetics, great functionality, and then low impact. Like: Hey! We're taking plastics out of the ocean, and we're not polluting waterways, and we're inspiring people that it's possible."
Rob Machado is one of the world's most recognisable surfers as well as a committed environmentalist. Known for his zen-like flow both on land and in the water, Rob was inducted into the Surfing Hall of Fame in 2000. In 2004, he established Rob Machado Foundation to educate and empower young people to make sustainable choices.
"Since my son was born, I've taken him to the beach. Around a year ago, I saw him start picking up trash. I didn't ask him to; he just started doing exactly what I did. This made me think that it's just all about leading by example, right? If you can show people a good way to do things, they will just naturally do it."
For Mikael Axelsson, designer at IKEA, the close collaboration with Kassia, Rob, and the WSL community was important to be able to design products that are relevant for surfers and anyone with an active lifestyle.
“The KÅSEBERGA collection is all about spending time in nature and, at the same time, caring for it. Even if you are not a hardcore surfer, this collection will help you get closer to the ocean, whether it is about feeling closer to the ocean in your home or actually going there,” says Mikael.
The KÅSEBERGA Collection
To make sure the real needs were tackled, more than 3,500 surfers were brought into the product development process. From Brazil, Japan, Sweden, and Hawaii, they gave design input, conducted research, and tested prototypes. Among other products, this led to the creation of a versatile indoor board holder, a surf-inspired backpack and a balance board made from renewable materials.
While most of the products in the collection are made for everyone, a few were designed specifically for surfers. Take the surf bag as an example: Inspired by the iconic FRAKTA bag, which is already a favourite among surfers due to its durability and water resistance, it takes functionality to another level. By adding additional inserts, a dedicated space for wet items, and a double bottom that lets you change standing in the bag – and just let the wetsuit drop down – the iconic bag is now more tailored for surfers than ever before.
Some products were designed to encourage and inspire people to take action that is good for the environment. The KÅSEBERGA trash bag is made from ocean-bound plastic to help keep both beaches and oceans clean. It's reusable, easy to bring around, and most importantly: helps spread the message.
The KÅSEBERGA collection will be available in IKEA stores from May 2022.