The pandemic has pivoted another fashion brand.
On Tuesday, Shimon and Ariel Ovadia, who founded the Ovadia & Sons label in 2010, sent an email announcing the launch of Ovadia Bros., “a fashion and consumer products design agency.”
In a telephone interview, Ariel Ovadia said that just before the start of the pandemic, he and his twin brother were close to signing a partnership agreement with Roc Nation. But when the lockdowns started, that deal was put on hold.
It set their minds in motion as they explored the future of fashion and their place, he said.
They created two companies – Future Planet, to create sustainable and ethical clothing with a charitable component and a company with Amazon Fashion, where they design and manufacture basic clothing for men and women on a daily basis. “People want to wear simpler, cleaner pieces, not trendy fashion pieces,” he said.
With that as a backdrop, they created Ovadia Bros. “We don’t see fashion coming back any time soon,” he says. He and his brother are therefore putting their energy into helping other businesses looking for help navigating the new normal.
He said they currently have two clients, whom he declined to name, citing confidentiality agreements, and that they are working with their design teams, “filling in the gaps in merchandising and helping on the marketing side.
The Ovadias launched their brand in 2010 as a bespoke menswear brand and transformed it into a multi-category lifestyle brand that has been sold in some 100 major retail accounts including Barneys New York, Neiman Marcus and Saks Fifth Avenue. The brand has expanded its reach into more casual offerings and has been embraced by the streetwear community, including many athletes, artists, and pop stars.
In 2018, with the goal of expanding beyond the United States, reviving e-commerce and offering more product categories, he recruited apparel industry veteran Neal Kusnetz as president. . An extensive collection of denim was introduced the following year, and the brand began to appear in China.
But Ariel Ovadia said Kusnetz’s position was eliminated around the time they started negotiating with Roc Nation. And while the brand was functioning well before the pandemic, store closings and bankruptcies of several of its retail customers have had a significant impact.
The Ovadia twins were born into the fashion industry. Their father, Moshe Ovadia, a professional footballer in his native Israel, immigrated with his family to the United States in the early 90s. He founded a clothing company called Magic Kids, a mainstream children’s brand, and Ariel and Shimon. Ovadia have been involved from an early age.
While Ariel Ovadia hasn’t ruled out one day seeing the Ovadia & Sons label again, it won’t happen anytime soon. “It sounds strange, but for us COVID-19 has been a huge blessing,” he said. “My life is more relaxed and I haven’t been this happy in a long time.”
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