Brand news: 30 years of fashion, surprises, and winter delights in Israel

Blue-and-White Winter Collection

Winter has officially arrived, and Crazy Line, an iconic Israeli fashion brand, showcases the best of Israeli craftsmanship with a classic, yet modern, winter collection. The new line emphasizes flattering cuts, quality fabrics, and meticulous attention to detail, with a special focus on their ever-evolving denim collection. This season’s denim includes pants, tailored suits, and a standout trench coat.

Coats are a popular category for Crazy Line, offering a range of fabrics, colors, and lengths. Highlights include lightweight trench coats, biker-style leather jackets, and more. Pants are another strong suit, with the collection featuring straight cuts, flared styles with elastic waists, and cargo pants, all paired with tops boasting geometric prints, stripes, plaids, and sweaters in various lengths. Dresses in chiffon, faux suede, knits, and evening wear with shimmer, lace, and sparkle stones round out the look, complemented by scarves, hats, gloves, bags, and jewelry.

Revolutionizing Underwear

Triumph, the lingerie brand, continues to prioritize comfort with its new Fall-Winter 2024 collection. The highlight is the Body Make-Up Illusion Lace collection, featuring an innovative design that blurs the line between wired and non-wired bras thanks to a revolutionary ergonomic wire that conforms naturally to the body. The flexible wire ensures a gentle, supportive fit.

Other key pieces include wire-free smart bras that adjust to the body for optimal support and the iconic Amourette series with enhanced lace, better support, and three new designs, including a minimizer available with or without wires. The collection emphasizes high-quality fabrics, including recycled materials.

Shani Cohen Kanaan, Marketing VP, says, "Triumph’s commitment to innovation drives us to develop smart, intuitive products that redefine comfort using advanced technology. The Illusion collection is a direct response to consumer feedback, focused on comfort, innovation, and cutting-edge design."

A Surprise in a Red Case

The end of the calendar year signals the return of Estée Lauder’s iconic Blockbuster, a red case filled with a curated selection of the brand’s luxurious skincare and makeup products. Designed with sustainability in mind, the case is crafted from 95% recycled fabric and 5% spandex.

Inside are six full-size products and five travel-size items, including two limited-edition lipsticks, a limited-edition gloss, a Double Wear lip pencil, an Advanced Night Repair eye gel, the #1 Advanced Night Repair serum, a Sumptuous Extreme mascara, a foaming cleanser, Revitalizing Supreme+ Youth Power Cream, a six-shadow Trick of the Eyes palette, and a Re-Nutriv 30 hand cream. While valued at NIS 2,346, it is now available for just NIS 705.

A Platform with a Purpose

The OH GLOW! online platform, dedicated to indie brands with a social and environmental agenda, is expanding its offerings with new brands.

• Apotheke: Starting with handmade soap in Brooklyn, this brand now partners with organizations like Bowery Mission and Autism Tomorrow.
• Verdilab: Founded by Dr. Victoria Neiman, this immune-based cosmetics brand offers products backed by 50 years of immunology research.
• Maginista: A Nordic-inspired beauty brand founded by two hairstylists from Copenhagen.
• Free Yourself: Perfumes combining French artistry with scent-conscious design.
• Antevorte: A brand inspired by traditional Chinese medicine focused on women’s intimate care.
• Moyou: Designer nail products.
• Yamour: Makeup products with advanced formulas, cruelty-free, vegan, and refillable.

Marketing VP Yoni Shor shared, “OH GLOW! is expanding rapidly, providing a broad selection of international brands for Israeli consumers seeking beauty and wellness products conveniently on their smartphones."

Celebrating Three Decades

Life, the private label by Super-Pharm and one of Israel’s first private brands, is celebrating 30 years with a colorful, limited-edition collection of lifestyle products ranging from NIS 5 to NIS 20. Initially launched in 1994, Life began with a few toiletry items and has since expanded to thousands across categories such as baby care, toiletries, vitamins, wellness food, and more.

The collection includes reusable water bottles, scented foaming shower mousse, reusable drinking cups, all-purpose soap, and hygienic to-go wipes.

Cooking Essentials at Home

As the culinary trend flourishes, consumers are on the lookout for cookware that elevates their cooking and hosting experiences. Naaman has launched four new series of cookware, including the highlight: a full-induction series by Maxwell & Williams. Naaman’s cookware emphasizes quality, functionality, and innovative design with durable and aesthetically pleasing materials. Additionally, new tableware series, children’s melamine sets, baking molds, and casserole dishes are now available.

The home brand Vardinon is also launching a boutique-inspired collection with cozy winter hues and smoky shades. The collection includes original Mix & Match bedding sets, soft winter blankets, kids' and baby products, and bathroom items.

Cash Payments in Food Delivery

The Israeli food delivery app Mishlocha is now offering a unique cash payment option, exclusively through its Mishlocha NOW delivery service. After a year of development, this feature allows users to pay in cash, previously limited to restaurant deliveries.

CEO Daniel Rahamim explained, "After extensive research, we identified a large customer segment that prefers cash payments. For restaurants, this offers an additional revenue stream and reduces credit card fees, helping to keep consumer prices reasonable."

This November, Mishlocha is also launching November Cash with 3-25% cashback on all orders and a monthly Free Day on the 10th, offering rewards for eligible orders.

Heroes’ Beer

The boutique brewery "The Hero" in Karmiel, known for its Blonde, Stout, Wheat, and IPA varieties, recently introduced Flora, a sour beer with tropical fruits. This release honors the memory of Noa and Gidi Khayal, siblings tragically killed at the Nova music festival. Noa’s motto, "There’s no such thing as ‘can’t,’" printed on the bottle, was inspired by her late grandfather’s words.

Owner Eran Greenwald shared, "This beer is about love, memory, and belief in the impossible, a tribute to Noa and Gidi’s indomitable spirit."

A Sweet Ending

Winter isn’t slowing down Ben & Jerry’s, which has launched a new line of sorbet swirls, vegan and free from artificial colors, sugar substitutes, or preservatives. Flavors include Piña Colada—coconut and pineapple sorbet with pineapple chunks, and Passion Fruit—a mix of passion fruit and berries.

Other offerings include "Peeps," bite-sized ice cream treats with rich fudge coatings in flavors like cookie dough with vanilla and salted caramel brownie.