Do not give in to seasonal trends: New denim collection launched with connection to the historical characteristics of the recognized Israeli brand
Atha DENIM
Photography:
Uncle Hassi
The "Ata" clothing brand launched a new denim collection this morning (Tuesday) with a connection to the historical characteristics of the Israeli brand. Among other things, the raw color motif of the fabric and composition of 98-100 percent cotton is preserved.
"The collection is made of two materials, the first is raw blue and the other is washed - light blue," says Yael Schoenberger, designer and one of the brand's partners. "It was important to me to use the material closest to his crude condition. Jeans fabric is an integral part of the workwear world, and it was only a matter of time before they became part of Atha's workwear world."
The name of the cut is named after a day of the week, such as Monday, Wednesday, etc. The reason why Schoenberger replies is, "We produce a garment that can be worn every day. These are items that are used long-term and do not depend on a seasonal trend."
Schoenberger has worked on the collection for six months and includes eight models, six models for women and two models for men. "The cutouts were developed and created out of thinking about the need of the person wearing them, the different body structures, the feeling inside the garment and the fact that the garment will be used for the long term," says Schoenberger.
Alongside the jeans, Schoenberger is also launching in the collection three white tshirts, which are printed with the blue brand logo. When asked how the brand retains its status in the era of online shopping, Schoenberger replies that, "I think people like it to be a local brand with historical values and heritage, and these are quality items, too."
The collection is currently in the chain stores. Shorts: NIS 590, jackets and jackets: NIS 650 - 690, Bag: NIS 150, T-shirts: NIS 250.