A combination of environmental quality and community support:

In 1998, while traveling with a friend in Brazil, Uri Raiz (47) recognized the success potential of the transparent silicone suspenders in the field of underwear and decided to bring them to Israel.

Following the high demand, he began to deepen his interest in the entire field of fashion: "There was a feeling that fashion in Israel was poor and that the abundance found abroad should also reach Israeli awareness," explains Reise.

At the same time as his academic studies, he began looking for well-known and successful brands in different parts of the world - brands with content, which do not only offer beautiful, updated and trendy items, but also have a story behind them. "I look for brands that I can be excited about, I need to fall in love and connect with the story of the company, the people who stand behind it and the message they transmit. To find unique brands, bring them to Israeli awareness and make them a success, patience and patience are required - but that's part of the magic.'

After years of navigating between the worlds of academia and international fashion, Rise founded the 911 Group in 2001, together with his friend Gidi Federman, which operated in the early years as a wholesale showroom for shoe brands. Today, 23 years later, the group imports over 85 fashion and lifestyle brands, operates approximately 30 fully owned physical stores and additional stores operated by franchisees, sells wholesale to thousands of points of sale nationwide, operates local trade websites and employs over 300 Working.

In 2008, the first store of the STORY chain was opened on Shinkin Street in Tel Aviv with the aim of uniting under it the dozens of brands imported by the group. The goal was to establish a chain of multi-brand stores that would offer a variety of fashionable brands and present the story behind them.

Today, the chain operates 14 stores, six outlets and an e-commerce site in Israel. In addition to the STORY chain stores, the 911 group operates (expansion below) stores of popular brands such as ALO YOGA, ALLSAINTS and the Dutch brand SCOTCH & SODA.

In November 2022, the first ALLSAINTS brand store was opened in Israel and another one is planned during the year. The chain's biggest leap can be attributed to the franchise it received in early 2023 for the ALO YOGA brand, and since then it has been operating three stores of the brand in Tel Aviv, a local online site, and two more stores are due to open this year. In 2022, the Green Lantern Foundation entered the 911 Fashion Group as another partner. A store of the Californian surf brand Hurley, which is part of the fashion giant Nike, is expected to open this year and will also be sold in the STORY network.

"We are going to double our entire activity from 2001 in a few years," says Raiz, CEO of 911 Fashion and co-owner. "Throughout all the years of its existence, the company is in the trend of development and growth and makes sure to innovate and bring new brands that correspond with the agendas of environmental and social responsibility. Already this summer, three new brands will enter: the Italian brand elless, the Hurley brand and the New York swimwear brand Solid & Striped.'

"Mature audience"

The network also works to promote values of sustainability and conscientious consumption. "Our audience is aware and mature," Reise says. "I know people come and ask about brands: who is behind them, is it fair trade, how are the production workers paid and are the materials from which the item is made environmentally friendly."One of the goals is to promote responsible and environmentally considerate consumerism, with part of the profit being transferred to associations such as Adam Teva and Din and let the animals live.

For the first time in Israel, the chain received the Vegan Friendly Israel certification. Two years ago, a second-hand department called Second Story opened in the chain store in Dizengoff square. All items are collected and curated by the chain's team and you can find used and vintage fashion items for women and men.

According to Rise, "This move is an integral part of our trend to strengthen our responsibility as a fashion company to be at the forefront of sustainability and environmental issues, in addition to the overall task of representing conscious and valuable fashion. Selling clothes that already exist in the world, after taking care of them, is the most refined configuration of sustainability, And we recognize a demand for it. We have worked thoroughly and over time to build an array that will allow such activity within the network. We are proud to be the first network in Israel to lead the agenda and hope to expand it over time."

Support in the local community

Alongside brands that come from abroad, the STORY chain also operates in the local fashion scene while supporting Israeli fashion brands. Together with the Lottery, it operates the "Fashion Lottery Incubator" program, a project to promote young designers in Israel. Another community venture is HERSTORY, which is jointly with the association The college that works to create opportunities for women in the circle of prostitution or those who suffer from violence, through the provision of professional training and vocational guidance in a variety of fields.

As part of the project, a mini collection was born with 8 T-shirts, hats and bags and sentences of feminist, activist and pioneering women in history, as a tribute to the way they changed the world The shirts will be sold on the website and in the chain stores and all profits will be transferred to benefit the association's activities.

Following the Iron Swords War, a "border story" project was also created, in collaboration with designers from the Otaf residents who were there that Shabbat and mobilized to design a t-shirt that would express their lives before and after.

From Meghan Markle to Taylor Swift: the other brands in the network:

Veja - a French brand founded in 2005 by two young entrepreneurs with the aim of contributing to social responsibility in the field of fashion. Duchess of Sussex Meghan Markle wore their V-10 sneakers made from recycled bottles combined with organic cotton and wild rubber from the Amazon forests. The goal is to waive advertising expenses and produce a quality product that preserves sustainability values and fair trade at reasonable prices. There is also a vegan line.

PALLADIUM - The company was founded in 1920 in France as a factory for the production of aircraft tires. After World War II, the demand for tires decreased significantly and it was decided to use the raw materials canvas and rubber in an innovative way. In 1947, the famous Pampa model was born, whose comfort and durability in harsh terrain conditions caused the French army to recruit it into its ranks.

NUDIE JEANS - The young brand was established in 2001 in Sweden from a non-conformist and ethical worldview in the areas of environmental quality and human rights. Every season he presents collections for women and men, alongside clothes made from organic materials using environmentally friendly techniques.

Melissa - was established in 1979 as a factory for the production of plastic covers for wine bottles. Melissa shoes are made of recycled rubber and are characterized by a functional design and a featherweight. They are washable and equipped with a breathable and scented pad to prevent sweating. In 1983 he began a collaboration with Jean Paul Gaultier who gave Melissa shoes his own interpretation. Since then, joint collections have been made with leading designers, including Vivienne Westwood, Karim Rashid, Zaha Hadid, Jason Wu, Gareth Pugh and Karl Lagerfeld.

SCOTCH & SODA - The brand began its activities in the 1980s in Amsterdam, and carries an image of quality and style, accompanied by a devout following, in Israel and abroad. The brand has over 200 stores in 35 countries. It promotes a social and environmental agenda using materials Sustainable raw materials, reduction of by-products in production and full transparency regarding fair trade.

ALO YOGA - a premium lifestyle brand that aims to promote yoga in the world, spread the mindfulness movement, inspire wellness and develop community. It operates in the activewear category thanks to innovative designs and fabrics that are identified with it. The brand is environmentally friendly, operates in green factories and protects workers' rights, while presenting fashion that goes from the studio to the street, a combination of fashion and lifestyle. The brand, which started in Los Angeles in 2007, is considered one of the fastest growing sports fashion brands, and is popular among celebrities and influencers such as Taylor Swift, Kendall Jenner, Selena Gomez and others.

ALLSAINTS - British fashion retail chain that has existed since 1994. It sells men's, women's clothing, footwear and accessories in about 280 stores and employs 2,400 people in 27 countries. The brand upholds values such as fair trade and preserving the quality of the environment in the production and purchasing processes.