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תעמלות ומכנסיים - שתי מילים שפחות ופחות משתמשים בהם כשרוצים משהו ללבוש...
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איזו מילה יפה זאת ״essential״
חִיּוּנִי, נָחוּץ, הֶכְרֵחִי; מַהוּתִי
את כל זה היא מתארת..
חאקי גוון שבין בז׳ לאפור מילה שהמקור שלה בפרסית והמשמעות שלה אבק.
The floral pattern for our summer collection this year originates from a pillowcase pattern of ATA’s from the 1970s.
“Textiles make culture.”
Upcycling is a philosophy and a design principle whereby materials are reused in such a way as to create a product of a higher quality or value than the original.
ATA's clothing made of fabric from The New Denim Project are the result of a connection made in March 2020, spun together over the last two years and signifying this spring at ATA.
The New Denim Project is an innovative product- line of Iris Textiles, a textile mill founded in Guatemala in 1956 and remaining a family company to this day. Over the last decade, unique techniques have developed whereby the waste from used denim is re-spun and rewoven into fabric. The waste produced through this process is then transferred to coffee growers where it becomes a compost component. Thus, a complete "Zero Waste" circular process is realized through TNDP.
Hey, Yael here,
I’m ATA’s fashion designer and collaborator in founding and rebranding since 2016.
Shahar Segal is a film and commercial director, a visionary, with whom I’ve worked alongside for many years. We met on set when I was working as a costume designer and stylist. In 2011, he visited the ATA exhibition at the Eretz Israel Museum, and contemplated how it could be that ATA had disappeared from our lives. Shahar being Shahar, didn’t waste any time, and this is how the new ATA was born. Having worked with him for years I had no hesitations about a collaboration. I also knew that there wasn’t a chance I would this opportunity pass me by. I had to be the designer to weave together this transformation. The renovation of our factory and the cultural reawakening to enlist the marvels created by the labour and dreams of our parents and grandparents were underway.
At ATA clothes are made for life; free from distractions, embellishments and over-expression, allowing for choice and opinion to remain on the part of those who matter most; the maker and the wearer.
As part of the process of designing clothes in ATA, even before we take them out of the studio, we try them on while riding a bicycle.
A bucket hat is called in Hebrew "dumb hat", presumably because of its shape which resembles a dumbbell.