זה לא רק כובע

A bucket hat is called in Hebrew "dumb hat", presumably because of its shape which resembles a dumbbell.

Nonetheless, the hat became the epitome of the Israeli sabra (a term that came into widespread use in the 1930s to refer to a Jewish person who had been born in the land of Israel).
It was manufactured in Israel in mid 1930s, becoming a favorite by settlers, strike force soldiers, and workers, thanks to covering both head and neck, having a lightweight design, and being able to be folded and placed in one's pocket. Those nostalgic hats were sewn by ATA.

In 2017 an exhibition opened at New-York's MOMA and the ATA bucket hat was featured in it as a timeless cultural item. 111 fashionable mythological items that represent different cultures world-wide were exhibited, revealing the cultural history that shaped our world.

The exhibition was entitled "Items - Is Fashion Modern? ": "clothing and accessories that have had a strong impact on the world in the 20th and 21st centuries—and continue to hold currency today". Luckily, researcher and fashion historian Yaara Keydar is responsible for getting our hat to be included among the 111 exhibits…
Getting into the MOMA happened by a fortunate coincidence. Yaara met one of the curators of the exhibition, reached out to us, and after a long search we were able to find a bucket hat from the 1950s, and it was sent to New-York.


For me, going to the opening was a great excuse for travel, not to mention the opening was an extremely exciting event…
"When I got to the MOMA I saw that the hat was displayed upside down, it's inner side and ATA logo facing out. I didn't know if it was on purpose or not, but it hasn't occurred to me to notify anyone else… upside down or not, an ATA label at the MOMA is a reason to celebrate". Our bucket hat resembles the original one and based on its shape. We also designed a hat model named Paula- if David Ben-Gurion was ATA's presenter, his wife Paula deserves a hat to be named after her…
Have a great weekend.
Yours,
Yael
*parts of this text were inspired by Kerry Rubinstein's article "dumb, but long before you were" which was published on Ynet.

November 18, 2020 — Ata Wear