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
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…

BUY HERE >

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