EGYPT’S REFORM STUDIO CHOSEN BY IKEA TO TAKE PART IN NEW AFRICA—INSPIRED COLLECTION

EGYPT’S REFORM STUDIO CHOSEN BY IKEA TO TAKE PART IN NEW AFRICA—INSPIRED COLLECTION

EGYPT’S REFORM STUDIO CHOSEN BY IKEA TO TAKE PART IN NEW AFRICA—INSPIRED COLLECTION

Cairo based studio, Reform, is the award-winning, environmentally-friendly will be available across IKEA stores globally.

Few years ago, if you told people about upcycling designs will take place in the fashion industry, no one would have believed you. But now with everything regarding to climate change and global warming, a lot of designers and initiatives are trying to spread awareness about sustainability and eco-friendly movements.

More and more companies are moving away from environmentally harmful practices and materials, one such example is the Cairo-based Reform Studio, which has been chosen as one of 10 designers plucked from across Africa to contribute to IKEA’s new homeware and accessories collection, öVERALLT. IKEA is a company that cares about sustainability and the environment.

The award-winning Egyptian brand has created several pieces for the collection, including tote bags, a rug and a cushion. Using waste from chocolate wrappers and chip bags. The tote is both eco-friendly and trendy and is made out of packaged product waste and hemp materials. The second item is a pillow and feature detailed designs weaved on a handloom. In addition the collection will include a matching rug that is absolutely divine for the summer.

Besides the very commendable focus on the products and their manufacturing processes being environmentally-friendly, the collection also aims to shed light on what “feeling at home” means in different cultures. Their designs hold causes and messages behind them, the concept encouraged artists to weave tales of culture and tradition through their chosen craft and artisanal expertise as a reflection of their heritage.

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