ככה זה קרה

This is how it happens

Hey, Yael here, I am a partnering founder and ATA’s fashion designer since we rebranded in 2016.

 My partner.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 worked 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 doubts about a collaboration and knew that I was the right 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.

August 22, 2021
אתא, נעים להכיר

ATA - Pleasure to meet you

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.
ATA’s garments mould and improve with time. They are made unique by their wearer and are reflective of the minimalist Bauhaus landscape of TLV. It seems the beauty of ATA is this interface between people, natural materials and structure.

Established in 1935 as the premier textile factory in Israel, ATA earned its stripes through a history based on necessity. The young nation was concerned with something major: Self-Reliance on all fronts, no less so when it came to something seemingly trivial as a garment industry. In the early days, this meant the production of uniforms, work clothes, and tents and blankets for the Chalutzim and the new Olim. For five decades ATA manufactured garments from fabrics that were weaved in ATA’s factory and cotton that was grown locally.

The textile manufacturer became known for maintaining core values in quality of production, functionality and simplicity and became a symbol for a time of regeneration and innovation.

In 2016, ATA was reborn to fit the reality of this generation while keeping in line with the modest wisdom of past generations. After years of Western

In 2016, ATA was reborn to fit the reality of this generation while keeping in line with the modest wisdom of past generations. After years of Western opulence, and over consumption there is a thirst for basics and essence. We hope ATA’s clothing meets this need and makes room for authentic reflection on our doings and culture.

January 20, 2021
הטרנינגים של אתא

ATA's Sweatpants

Looks like it's winter.

I'm thinking of the colors of the sky, how the water makes the side walks sparkle, the sound of cars in the rain, I'm thinking of what I should wear…

Someone once said that there are winter colors… some of the falling leaves and some of the grey of the sky. For me, winter colors are colors of other places.

The ATA sweatpants collection was shot in a distant town, 30 minutes away from Paris. It was shot by actress and musician Hen Yanni, and dancer and choreographer Imre van Opstal, alongside Lionel Ben Shimon in his exceptional hotel.

The clothes were packed in a box and shipped away in a culmination of a long stretch of time, full of thoughts, intentions, a hope to understand, and beginning of a new life elsewhere, in a different light, with its own temperament, temperature and gaze, and a gathering that took place and developed into the start of a new and surprising story, one that provides a different perspective.

Chapter 1

ATA's blue sweatpants. To wear in winter.

Zohar Elastic Hem Sweatpants

Gila Sweatshirt

December 22, 2020
אתא בחאקי

ATA in Khakis

The origin of the word khaki in Persian means dust.

This hue that is somewhere in between beige and grey was used for trench coats for the British soldiers who fought in the trenches in World War I.

Those colors, those dust and stone represent a whole world of hues that were chosen to blend in with nature. A hundred years later they make their wearer stand out. Clothes have a time, place and context that does with them as it pleases.

simcha hoodie

420 NIS

Miriam Trench coat

790 NIS
December 22, 2020
המכנסיים של אתא

ATA's Pants

For some people, the most important piece of clothing are pants, and for them getting a new pair of pants is kind of like getting a house or at least a new couch.

So many things have to coordinate so that a body and a garment and what's in between could reside together in harmony, for something to be simultaneously present and absent.

The moment where you meet a pair of pants you want to move into is unlike any other. You want to take your time and enjoy it, getting used to a sense of your new love- be it new, old or renovated.

ATA's pants have an interior and exterior, they are of now and of later, and of before. Once you have one color, you'll be wishing for another and then another…


November 18, 2020
פרחים לחג

Flowers for the New Year

There's a sense of relief that accompanies the alleged assurance of knowing what will happen tomorrow, or the day after that, or next year. It's reassuring to look at tomorrow's weather forecasting for instance, and having the weather predicted for you, at times more accurately than others.

Sometimes when someone says, "it's too soon to celebrate", I think that it's never premature to celebrate and be happy, you can always be sad later… we should only worry that it's not too late to be happy.

Someone might have the secret to what will be worn in two or three years, what we would like to own, and how we will act- and a lot of it is related to the red skies in California, icebergs melting too fast, the stock market rising and falling, and people who protest against it all. Someone will always aspire to discover the secret ahead of time and be the one to declare it. That is until something happens that "could not have been predicted" or could have been predicted, but not to that extent.

That is partly the reason I like to make plans, ones that exist in their own world, and are not always realized.

We have many plans at ATA for the coming years, and no matter the uncertainty, we know that there will be a future.

Without realizing it, it's been four and half years, and we couldn't foresee what will happen in the years that follow. The one constant is that you will be there and so will we.

Wishing you a happy new year, love, joy, health and friendships.



November 18, 2020
איך יודעים שמשהו נגמר ואחר מתחיל

How Do You Know When Something Ends, and Another Begins?

"I have no idea if it's going to be summer right now, or another season. Once I didn't know because I travelled so much and ended up experiencing a whole lot of summer and a whole lot of winter in one year. Now, I'm experiencing this feeling because I'm working on the winter collection in a summer that hasn't began yet."

I wrote this passage on Passover last year, when I could still hide away at home and say I've gone away. So soon it's already the new Jewish year, and none of this is relevant. For people like me, who like to make last minute decisions but have to make decisions way in advance for work purposes, it's really confusing.

In a place where heat and cold don't adhere to the agreed upon schedule, and it's as cold in air-conditioning as it is outside in winter, and soon it'll be dark in the late afternoon, but the sea is still noisy and warm like a summer's morning, one has the liberty to make up personal seasons. For instance, the covid 19 season is spoken of at the moment. Apparently, there will be two seasons- winter and summer, and you can't even guess how the tension between the outside and the inside will make you feel, and where we'll be, and if that's not enough the earth is playing tricks on us.

There used to be a custom where at a certain time you stored the clothes of last season "upstairs", and once something went up or down you could freeze or run too hot just because the ladder was put back into storage. It's a bit presumptuous, but, If I could cancel the seasons it could help me a lot, to live "in the moment". I don't except a protest from my coat and bathing suit for having to share the same shelf in my closet.


November 18, 2020
מכנסי התעמלות‎

Gymnastic Logo Short Pants

תעמלות ומכנסיים - שתי מילים שפחות ופחות משתמשים בהם כשרוצים משהו ללבוש כשעושים ספורט... פעם, היו עושים "התעמלות בוקר"... והיום עושים "אימון"...

לפני 5 שנים, תוך כדי שאני מחפשת בגדים של אתאאתא, (ככה קראנו לה שרצינו לדבר על אתא של פעם) ללמוד מהם, סיפר לי מישהו, שראה חנות אתא איפשהו בפתח תקווה ונדמה לו שיש בה המון דברים...

Micky, the owner of the store, which used to sell ATA's clothes while it was owned by his father, was even more skeptic than I was over the phone when I asked to see what he has by ATA, but he called me the next day to tell me that he found some things I might be interested in. Within minutes I was at Mohilever St., standing in awe in front of many boxes of new ATA clothes in their original packaging. Most of them were school uniform… one box had raws and raws of short cotton pants in black and blue, with an elastic waist and a white stripe on their side, a rectangle back pocket and an embroidered ATA triangle.

The latter box had everyone in the unboxing "ceremony" most excited, with calls of "I must have these iconic pants!". I had to examine them closely and try to keep what they possessed, mainly the nostalgia they were carrying, and add two hidden pockets, ones you can't see, but you know they are there.

It was also important for me to track down the fabric closest to the one that they were made of - cotton, thick, almost rough, that was nicknamed in historic ATA Atara, a name we still use at the studio to this day. Like we do for the rest of our clothes, we wash and soften the pants before you wear them… the short pants come in red, and blue, and purple, and white, and pink, and there will probably be more colors added to the list…
I have a feeling they're here to stay.

November 18, 2020