On Wednesday, EDM veterans, Swedish House Mafia—Steve Angello, Axwell and Sebastian Ingrosso—launch their new IKEA collection, called OBEGRÄNSAD (meaning “unlimited” in Swedish), which is available in October.
We might know the band for their hits like Don’t You Worry Child and Moth To A Flame, their collab track with the Weeknd, Calvin Harris, Tiësto, and Carl Cox. But they’re also for their fashion sense; their all-black attire and minimalist aesthetic. they even had their apparel designed by Virgil Abloh back in 2018.
The new collection is minimal to the core. Their past album covers include rows of circles, while they often perform under a giant halo-like circle with lights, most recently at Coachella, so it’s no surprise.
“It’s brutalism, we’re big fans of minimalism,” said Angello. “When we first started out, we didn’t have the means to go out and buy turntables, we used IKEA furniture for our studio set up in our studio. The idea for this new IKEA collection was: ‘What if we made furniture for our own selves when we were young?’”
The first thing that comes to mind when looking at the new all-black collection, including furry rugs, record player and lunar-inspired wall pieces, is that it’s very Berghain—the nightclub in Berlin that’s known for its industrial flair, drawing denizens of EDM fans from across the globe.
The group have been to the club before, so it’s part of their inspiration. “We looked a lot at historic, old brutalism, the concrete buildings we see in Eastern Europe; its shapes and forms,” said Angello, “This collection is all about boldness, celebrating music and being center stage. But it’s also about creativity and making beats.”
The new collection includes a LED floor, work lamps, laptop stands, speakers and record player—the first IKEA record player since 1973—as well as a fashionable IKEA-esque black bag that can fit records, or a laptop.
Square bags are rare (just think of your average rectangular tote), and their new FRAKTA bag is not only practical, but a low-key fashion accessory for fans of industrial chic.
The collection also includes cozy slippers, and stylish, laid-back armchairs. They’re all items ideal for a home music studio for the budding record producer, DJ or rapper. And it’s a game changer—it’s all affordable
“We wanted to simplify the process for people to create music,” said Angello. “Hopefully our collection inspires and enables more people to be more creative within their home and it does not have to be restricted to only music making, it can be so much more.”
According to the group, their favorite designers include German industrial designer Dieter Rams, Italian architect Mario Bellini, fashion designer Rick Owens, and lighting artist James Turrell.
Brutalism was a design movement that was popularized in postwar Europe, and saw its rise in Germany in the 1950s, known for its blocky, geometric shapes in concrete buildings.
It has been hugely influential in fashion today, from Rick Owens’ angular jackets, to Balenciaga’s minimalist takes on their Berlin storefront, and even the Gap Yeezy collection.
Their new IKEA collection is all about creating something from nothing, like many artists do when starting out, in the era of the home studio. “When we started to make music, it was an unknown phenomenon, you had to go to music school,” said Axwell, who co-founded the group in 2007. “Now, I feel like very second person I meet makes music, and people are making music on their laptops everywhere—this collection aims to make it a little bit easier and more accessible for them.
“We wanted to put something out there that was affordable, and functional, just a great vibe,” said Angello.
Their own history dates to the 1990s, when they each were solo DJs, but formed the group in 2007, and their 2014 documentary, Leave The World Behind, details their rise, challenges and friendship. Influential to EDM musicians globally, there’s now a whole generation of bedroom producers. And they’re often looked up to for advice by indie artists.
Their advice? “Be yourself, create, just express yourself freely, no matter if its painting, fashion design, just express and be free,” said Angello. “Just have fun. If you like somebody’s work, say it out loud. It’s important.”
Axwell adds: “Don’t try to catch a wave, but be your own wave. I say don’t try to ride a wave because everyone else is probably doing that. Try to find your own uniqueness. You have to find your own belief and style.”
“When we first started to make music, it was just a dream to make music, but you realize one day, you might be able to perform live,” adds Axwell. “That was always in the back of our minds.”