Why Ikea's your unlikely BFF at a music festival
Heading to Wonderfruit this weekend? Bring a little bit of East London with you. Ikea finds its newest friend in Peckham-born fashion designer Kit Neale, a proud Londoner known for his playful prints — we're talking about a man who's fashioned a clothing line based on the chicken shops he frequents. Ikea's limited edition SPRIDD collection is a love letter to youth culture in the vibrant hues and detailed quirks spread across tents, flasks and duffel bags. A key feature that ties this outdoor-led collection? Neale's emphasis on mobility.
While the campaign video encourages the "Don't think — Dance!" way of life, seasoned festival-goers know the importance of a lightweight and mobile product. The tents are as easy on the eyes as they are on the shoulders, employing a lightweight material that protects you from wind, rain and mosquitos — your number one enemies in this Southeast Asian climate. A duffel bag packs all your festival essentials such as a travel flask, an ideal handyman for your morning cuppa after a night out dancing.
Bonus point: With SPRIDD's loud colours, you'll be able to spot your tent among the earthy-coloured masses, saving you time and embarrassment in case you burst into one that's not yours.
Wonderfruit takes place from 16 to 19 February 2017 in Pattaya, Thailand. For our interview with Wonderfruit's founder, click here. Ikea's SPRIDD collection is now in stores.