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They've Gotta Have It Fashion trends now demand that Israeli teens, and kids, wear some element of the Fox label when they go out. Three young brothers made that happen.
Elana Shap
IN THE 1940s, BRITISH soldiers in Palestine wore underwear produced by Fox, a Jewish family-run clothing manufacturing business in Tel Aviv. Over the last three years, 1 million Israeli men have taken to wearing trendy Fox cargo pants over their underwear of choice. Times and fashions have changed, and with them Fox. With a nationwide chain of 71 stores catering to men, women and children, three thirtysomething brothers have turned the label into the local equivalent of the Gap at its peak of popularity, a must-have basic wardrobe addition for Israelis.
Seated in his office in the industrial area of Lod, where the management and warehouse are located, amid a clutter of clothing samples, boxes and a suitcase packed for a trip to Hong Kong, 32- year-old Iftah Wizel, who runs the company with his two brothers, Harel, 35, and Assaf, 31, says that most Israelis think Fox is an imported brand. "We did a survey and 65 percent of our customers believe that we're an international company," he says with obvious pride.
To achieve the global look, both in the designs of their stores and clothing, the brothers and their three designers travel to New York and Hong Kong every two and a half months to keep abreast of trends. "We like to see what's going on at Abercrombie & Fitch, Old Navy and any up-and-coming brands; take a look at street fashion and what's happening in the clubs," says Iftah, who wears trendy green- framed glasses, a fleece Fox sweatshirt and cargo pants. "The Israeli customer can't be fooled; they travel, they watch MTV."
Fox stores do have an international feel. They are located in prime locations in malls and have large entrances with no windows or window displays. "We want our customers to move freely in and out of the store," says Iftah. The clothing is hung on metal rails or folded on large shelves. Colors follow fashion trends: This winter camel, orange,...