After years of being almost exclusively associated with women’s jeans, Under the Rock is taking a major step this year by expanding its offerings to men. The Israeli brand, founded in 2017 by Tomer Guterman and known for its precise cuts and high-quality fabrics, is entering the men’s denim world for the first time—launching a new collection alongside a couple-focused campaign.
What’s behind this move?
Over the years, the company has maintained a clear approach of modern design, emphasis on quality and durable materials, and a fashion philosophy that lasts beyond a single season. The vision has been (and still is) to allow everyone who wears jeans—until now women only, and now also men—to feel stylish and confident without compromising on comfort. The wide size range continues in the new collection: Women’s 32-44, men’s 38-46.
In its first men’s collection, Under the Rock draws inspiration from a variety of lifestyles while maintaining the brand’s signature: Basic jeans with a clean look, contemporary washes, shades, and details. Alongside the jeans, the collection includes complementary t-shirts and jackets, all with a minimalist yet precise design.
At-home fitting service: The major advantage
One of the standout services offered by the brand is at-home fitting—an option that eliminates the need to leave the house to find the right size. Each order can include 2–3 additional items at no extra cost, which can be tried on comfortably at home and returned via courier, also free of charge.
The collection launch is accompanied by a campaign featuring the couple Yael Goldman and Ori Peper, showcasing his and her jeans and highlighting the idea that fashion can be a shared experience. The move signals an expansion beyond the women’s market and aims to create a couple-friendly, everyday, effortless style.
Where to buy?
The collections are available at the Under the Rock showroom on 44 Pins Street, Tel Aviv (Sun–Thu 10:00–18:00, Fri 10:00–14:00), as well as on the brand’s website.
Price range:
Jeans – NIS 389–599
Complementary items – NIS 249–599
Leather items – NIS 900–1,149