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While most streetwear brands play hard to get with exclusive limited edition drops, IKEA, a brand that stands for democratic design wanted to prove that great style can be for all.

Ikea wanted to launch its first collection of streetwear inspired by a true icon - the Billy bookcase. Instead of working with the same old boring social influencers, we hit Chinatown in search of its coolest citizens over 70 and transformed them into ‘glam-mas and glam-pas’ with merch from our line. We then launched a hypebeast-inspired lookbook. With just a SGD$7000 budget, we got over half a million dollars’ worth of PR, earned the Internet’s praise, and even a nod from Vogue.


Singapore Effie - Bronze | Small Budgets | Non-Profit, Products & Services