Appealing to the youth was an important factor for both the brand and the streetwear designer. Speaking about the collection, Abloh said: "I want each item to bring people a sense of pride, and I want great design to be the biggest reason why you get it. It’s about elevating the anonymous, everyday icons that we use without noticing. This collaboration has been the most rigorous of any design project I’ve done." Creative leader for Ikea, Henrik Most added: "I was impressed working with Virgil, and love how he takes modern design into a contemporary context. It would be quite boring if he just replicated modern design, but by taking history and tradition and interpreting it in his own unique way, he creates design which very much appeals to our time."