The Swedish brand Ekelund has signed a deal to create a home textiles collection using art from Frida Kahlo.
Art Ask Agency, which brokered the deal, says the licensed Frida Kahlo x Ekelund collection will use organic cotton and environmentally certified textiles.
“Global traditional Swedish heritage brand Ekelund have designed a full collection of textiles for the home made with the highest quality weaving techniques,” said Art Ask in a statement. “Ekelund have been master weavers since 1692 and selected the Frida Kahlo brand to complement their own brand values and celebrate all women across the world.”
The range includes over 15 different SKUs based on six designs including kitchen towels, cushion covers, adult and baby blankets, appealing to a wide segment of consumers.
Ekelund is one of the world’s most venerable producers of high quality textile products. Established in 1692 in Sweden, Ekelund remains a family business, producing high quality textiles in a traditional way with contemporary flair.
Products are currently available on Nordicnest.com and Ekelund’s own web store and will soon be distributed through many more channels.
“Our textiles are created with joy and passion – just as the iconic artist Frida Kahlo created her art,” said Ekelund. “Frida Kahlo’s strength, perseverance and her fearlessness to follow her own will has become the inspiration for this collection. A collection created with a purpose to highlight the strength, value and rights of all women.”
Ekelund have invested in a substantial marketing plan using tailored content and news about the collection has been published in some of Sweden’s top lifestyle magazines such as Amelia.
“As a customer myself, of the beautiful and high-quality home textiles that Ekelund produces, I am very proud to start this collaboration. Elegant and stylish designs to enjoy that are treasures in any home,” said Maria Strid, owner of Art Ask Agency.
The deal was struck between Ekelun and The Frida Kahlo Corporation, whose mission is to educate, share and preserve Frida Kahlo’s art, image, and legacy. Frida Kahlo died on July 13, 1954 in Mexico, at which time all of her intellectual property rights were transferred to her heirs according to Mexico’s intellectual property laws.
In 2005, the Frida Kahlo Corporation was created and Frida Kahlo’s heirs transferred all of her rights and entire interest in the intellectual property to the Frida Kahlo Corporation for the purpose of marketing the trademarks, brands, images, photography, signature and other intellectual property of Frida Kahlo.