The t-shirt, once the ultimate consummate faux pas, had regained a foothold outside of its traditional street fashion typecast. In Tel Aviv, a Mecca for the informal, the t-shirt renaissance spread wings as buoyed by a crop of new local designers exploring niches and variations within the fashion concept. Kuk, the result of an urban landscape, Internet access and natural creativity, embodies this new generation of designers who emerge from and cater to their local audience rather than dream of the usual couture capitals.
Based in Neve Tzedek, the iconic artist turned gentrified South Tel Aviv neighborhood, the Kuk line acts as a megaphone for the millennial generation: fully literate in technology and contemporary affairs, yet confused at best when seeking insight beyond the superficial. As designer Kuki Maghen states, “The brand explores the hardcore edge between reality and dream.” While you may not find those great truths printed on t-shirts, they might come as a great accessory to a late, sweat-drenched night in Tel Aviv.