Walking down the narrow side street in Jaffa where Toosha Eco Textile Design is located, one might easily miss what is “looming” inside. Beyond its unassuming storefront lies an Israeli enterprise that is beginning to gain national and international acclaim in the fashion industry.
Established four years ago by a mother-daughter team whose complementary skills and passions came together to create both a business and beautiful knits, Toosha’s concept is based on the use of ecologically friendly fabrics, handmade on the premises from all-natural, biodegradable materials. These include not only the more common cottons, linens and wools, but bamboo and soy, as well.
“Our fabrics live and breathe,” co-owner Tzameret Shapira-Moatti says from the store’s loft, where she and her daughter, Tom Moatti-Kedem, spend their days designing and creating their wares. “Each item is not only comfortable, but takes the shape, energy and personality of its wearer,” she says.
The idea for Toosha (Tom’s childhood nickname) came to the young woman — now 28 — during her studies at the Shenkar College of Engineering and Design in Ramat Gan. A major in textile design, with a specialty in knitting, Tom knew by her second year “that this was what I wanted to do with my life.”
By the time she graduated, she and Tzameret, 49, had already formed their company and were steadily gaining clientele, primarily through word of mouth. They accomplished this is in spite of doing everything out of Tom’s small apartment and her parents’ home nearby.
To continue reading this article, click here www.israelsac.org.