Merch as a Statement – Interview with Leif Lindner

Leif, how did the collaboration with Overkill come about?

Overkill was an absolute must for us. The brand is deeply rooted in the Berlin scene – a symbol of streetwear, graffiti and sneaker culture. The team stands for authenticity, quality and a sharp feel for the zeitgeist. Overkill is more than a brand – they’re local heroes with international influence. That mix of subculture and style fits perfectly with what we want to show at the IFA.

What strategic role does merchandise play in IFA’s overall concept? Is it about branding, community-building – or repositioning?

Honestly: all of the above. For the past two years we’ve been working on rebranding the IFA. It’s not just about a new visual identity, which we developed with Highsnobiety, but about repositioning the IFA culturally. Merchandise is a logical part of that. It’s about belonging, attitude and community. These pieces aren’t souvenirs – they’re wearable manifestations of our new direction.

The “Funk Otto” is making a comeback through the collection. Why bring this historic logo back to the forefront?

The “Funk Otto” was never just a logo – it was always a symbol. Helmut Lortz designed it in the early 1970s, a time when technology was becoming part of everyday life. As part of our rebrand, we want to retell that story. Not out of retro-romance, but because “Funk Otto” feels right again today – a cult symbol with instant recognition. And it simply looks damn good.

What are IFA’s long-term plans for merchandise?

We’re pursuing two lines: a permanent basics collection – high-quality, wearable, clean – and limited drops with real statement pieces. At the same time, we’re pushing merchandise further in the direction of tech. Our first collaboration in that space is with Anker: the Eufy Smart Track Link, a smart tracker that visitors can personalise directly at the fair. Fashion x tech is not just a buzzword for us – it’s a field we want to explore much more.

Which piece from the collection is closest to your heart?

Without a doubt: the special edition bomber jacket marking the IFA’s 100th anniversary. For me it’s both a visual highlight and an emotional one. It brings heritage and the present together – with thoughtful details, a strong cut and real collector’s appeal. It’s a piece of wearable history, one I’ll always associate with the start of a new IFA era.