Published: 30 October 2020
Last updated: 5 March 2024
“WE WERE REALLY LUCKY because of the coronavirus,” isn’t a statement that’s been heard very often in the past six months. So when Amit Luzon says it in the middle of our interview, I am compelled to stop typing and regard him with amazement.
“Even before the coronavirus arrived, we decided to skip the season. We said we’d stop for a while, look at the [situation] and go for it in 2021,” explains Luzon, who in 2016 started the streetwear brand Adish with Eyal Eliyahu.
“Prior to that, we simply ran forward and didn’t look back,” he says, adding they never had time to “see how many defective products we had, how much it was costing us. But if you want to create a company that will endure over the long term, you have to invest in infrastructure.”
Even if it was ultimately “fortunate” that the planned break just happened to occur while the universe was deciding to test humanity with a pandemic, it certainly wasn’t an easy decision for Luzon and Eliyahu to skip the 20-21 winter collection.
In an industry where the common wisdom is that you’re only as good as your last collection, people are liable to forget about you completely if you pass up on one.
And Adish definitely has something to lose. While the name still remains relatively unknown in Israel, it’s a different story in many other parts of the world.
FULL STORY This Israeli fashion brand is bringing Palestinian embroidery to the world’s top stores (Haaretz)
Photo: Amit Luzon (sitting) and Eyal Eliyahu (Hanan Asur)
