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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.

Every now and then people like to tell me "since you're not in style, you'll never be out of style", or "if you wait long enough that will become fashionable", or "when you can't find something you're looking for, it means it's either inessential or hard to make". And then blue was chosen as the color of the year.

Some people like to define themselves as “pants lovers”, and for them buying a pair of pants is a major task almost like buying a house, or a couch at least.

Khaki – a color between beige and gray, originated in Persian and means “a stone”.

A stone which is a stone and was also “borrowed” to describe a specific color.

ATA’s flower fabric of the flower collection originated from an ATA’s pillow case from the 70’s. We kept the flowers graphics as it was, The colors and the flower sizes...

ATA’s collection made out of “the new denim project” fabrics is a result of a meeting that took place during March 2020, and has been weaving since then, announcing now...

At ATA we make clothes for life, free from any distractions, enabling thoughts, and crediting those who create and those who wear them.

Garments that time are doing it well,  and that the person who wears it brings out the uniqueness of it.

Lately, whenever someone wants to use the word “perfect” – for some reason they feel the need to repeat it 3 times. “perfect perfect perfect”. As if once is not enough.

I like to say these 2 words –“training, pants”

Training and pants – 2 words that we use less and less when we want to wear sportswear.

A few good years ago, we would practice “morning gymnastic routine”, and today we simply go to a “workout”.

Hi, this is Yael, I’m ATA’s designer and a partner in its relaunch/recreation back in 2016.

Let’s start with “the who” – 

Shahar Segal, a film and advertisements director and a visionary, with whom I have been working for many years as a stylist/costume designer, went to an ATA exhibition at HaArets museum back in 2011, and wondered – “how come we don’t have ATA in our life today?”

In Hebrew, a bucket hat is called a “guffy hat”/”dumb hat”

Sometimes it can be a bit annoying calling your favorite hat “guffy”, but we’re pretty certain it got its name way before guffy was a guffy.

The word “guffy” in Hebrew is pronounced “tembel”. This word originated in the Turkish language, and it meant “lazy”.

There’s this question, that almost every syllable within it makes me freeze:
“what was your inspiration when working on this collection, and what did you have in mind?”