Denim’s New Heart

by Eyal de Leeuw | 29.04.18

Maya Arazi is an Israeli fashion designer and a senior lecturer at the Shenkar fashion academy, who established in 2014 her brand ”LEV” (which means heart in Hebrew). The conceptual brand is focusing on repurposing leftovers from the fashion industry, and upcycling used garments.

Lev’s new collaboration is with the Swedish denim brand Nudie Jeans, known for its Gothenburg cool spirit and its strict agenda in regards to sustainable and ethical fashion. Through Nudie’s representative in Israel, the multi-brand retailer “Story”, Arazi revived dozens of old Swedish jeans and turned them into new items: Kimono jackets, shorts, baggy pants, short jackets and bum bags.

The used jeans Arazi got were cut, dismantled, assembled, designed and played with to create new design. “Nudie Jeans believes that their denim should never be thrown away, therefore if your jeans are torn you can bring it to the shop and they would repair it, no cost. We all know, people hardly mend clothes anymore- it’s easier to just give it away and buy a new pair” says Arazi.
The result is a surprising aesthetic that resonates the journey that took place from the moment the jeans left the factory in Italy, formed through Swedish design and ended up with a new life in Tel Aviv.

The launch of Lev’s new capsule collection take place on Tuesday 1/5/2018 in “Story” store at Sarona Tel-Aviv.
Photography: Orit Pnini


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