Noam Hazan’s knitted bags have captured the hearts of thousands of fashionistas worldwide — and ours too. Hazan, plus her chic bags, are moving out of the online space (where most of her activity takes place) and making their first footprint in the local retail world — following a successful pop-up store that operated last March. “Every physical event of the brand contains a full experience that surrounds you,” she told us at the time — just before all the frenzy, buzz, and knitted pieces took over the mall.
Recently, we were informed that the iconic models of the fashionistas’ favorite brand, plus pieces from the new collection, will be available in Story chain stores across the country. Is this preparation for a future standalone store? Only time will tell. “For me, it’s an exciting moment to see our collection hitting the shelves and allowing customers to experience the pieces up close. This collaboration lets us expand the ways in which the brand is exposed and transition from the digital world to a physical and personal shopping experience,” says Hazan, founder and designer of the brand.
For anyone looking to spice up their outfit with a handmade statement bag — one that combines traditional techniques with modern silhouettes — Hazan is the go-to address. She started her journey with knitting as a hobby in every possible location, whether on bus rides as a soldier, on the way to restaurants with her partner, or eventually establishing the brand in 2019 with her sister Amit, who serves as commercial and creative manager. Gradually, she conquered every corner of Instagram feeds with her unique designs emphasizing natural, high-quality, durable materials, now fully recognizable as her signature. The brand quickly achieved impressive milestones added to its rich resume, including collaborations with the London brand Alice and Olivia and Anthropologie, as well as a prominent presence on leading international e-commerce sites and even praise in Vogue magazine.
The launch for sales in Story’s physical stores took place with a festive event at the Ramat Aviv Mall branch, attended by local fashion icons including model Sean Levy, Mayan Mills, Shelly Gafni, and even a surprise visit from internationally renowned personalities.
“The NOAM HAZAN brand upholds values similar to those of the chain: Sustainability, environmental responsibility, and fair trade,” says Adi Tigger Azulai, Marketing VP of 911 Fashion, which owns the Story chain. “Additionally, as part of our agenda, the chain supports local fashion and young designers and hosts many brands as part of our brand mix. We are happy to be the only chain in Israel offering Noam’s collections in our stores across the country and also online.”