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For better or worse: there is a situation where this is the most original store you have ever seen

Uri and Hadas have owned Latto Velara since 2013 and offer, beyond the name of the extraordinary business, unique art.

Why do they place emphasis on the site and social networks and what can be found in them?

We went out to check

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• studio

In collaboration with B144

Thursday, 02 December 2021, 08:05 Updated: 09:02

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In the video: Meet Latto Velara, a unique design store (Edited by Gilad Manheim)

"The name of our business is Latto Velara - for better or worse," explains Uri Zlotnik. "Because one day it can be cute and another day evil, but always original."

Zlotnik, and his business and life partner Hadas Foxbrunner together run a very special small shop in Kfar Saba, where they produce original art on shoes, clothes, purses, bags and whatever you can think of - all in their own designs and personally for customers, as part of the fight against excessive consumer culture. In other words: if you signed up for Latto Velara or ordered something online, you can be sure it's unique.

"We do everything, from the thought process, through the drawing, buying the materials, the connection with the factory and more, the main thing is to create something new every time," Hadas explains. At first, Uri was an illustrator and she would paint, but today they both live and breathe the entire business 24/7, including writing content for the site and social networks, operating the digital assets,Introducing new designs and even deliveries when needed.

The business has been around since 2013 and initially, the couple's emphasis was on maintaining a "once-in-a-lifetime business", with a physical store, "but we have to admit that times are changing," says Uri.

"We get a lot of word of mouth, but in recent years more and more stores have moved to the Internet, so we invest a lot in advertising there," Hadas adds.

With a loyal clientele that returns again and again to Latto Velara, Uri and Hadas can afford to open up and present online the world behind running the business, their personal stories as artists and more: "A large part of our audience is made up of people involved in social work," they say.

"Those who know the dark side of life, but always find a place to laugh."

for better and for worse.

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