Theo Lewitt

In 2019, I had the unique pleasure of jump-starting this project with IKEA and World Surf League with a singular mission of leveraging up-cycled ocean plastics for good, making the lives of outdoor enthusiasts just a little more enjoyable in the process.

From developing the creative from the ground-up alongside Ryan Bucci and Cody Mindling, jump-starting a product design process with IKEA's incredible team in Älmhult (along with guest designers Rob Machado and Kassia Meador), to planning what would turn out to be years of production, the project was a massive undertaking for all involved.

My personal involvement included co-developing the creative for our initial partnership pitch, building the story arch that served as our roadmap in kicking off production, producing our initial shoots with Rob Machado, as well as participating in the integral prototyping phase of the product development process, ultimately contributing to what would become the KÅSEBERGA range.

Awards: Clio Sports Silver Award, Branded Content, Partnerships Category.