Ovadia Unveiling Full Denim Collection

NEW YORK — The Ovadia brothers will introduce their first comprehensive denim and basics collection this October to offer an alternative to what they see as a stagnant designer denim market.
At the same time, the corporation has officially changed its name from Ovadia & Sons to Ovadia New York — or simply, Ovadia.
These shifts are among the first visible changes orchestrated by Neal Kusnetz, who joined the company last October as president. Kusnetz, the cofounder and former president of Robert Graham who had also served as president of men’s and private brands for Xcel Brands, took over the day-to-day operation of Ovadia to help it expand beyond the U.S., relaunch the e-commerce site and move into other categories.
The first order of business was denim.
“The whole premium contemporary denim market has been maturing for a while,” Kusnetz said in an interview at the company’s new offices in SoHo. He claimed most designer brands merely dabble in a few denim pieces while the bulk of the business is a volume “$ 99 outlet play.”
Working with Shimon and Ariel Ovadia, the twins that founded the business in 2010, they have created a 30-stock-keeping-unit collection of jeans and complementary tops and jackets with a “modern

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Neal Kusnetz Joins Ovadia & Sons as President

The Ovadia twins have found their president.
Neal Kusnetz, the cofounder and former president of Robert Graham, who served most recently as president of men’s and private brands for Xcel Brands, has come on board to help Ovadia & Sons expand its reach.
As reported in July, twins Shimon and Ariel Ovadia were searching for someone to join the company as they expand beyond U.S. borders, relaunch their e-commerce site and move into other product categories.
And after meeting with Kusnetz, they knew they’d found the right fit.
“We feel good about this,” said Shimon. “Ariel and I started this business with pure passion to make product, but no business plan and no financial backing.”
The brothers founded Ovadia & Sons in 2010 and the business has grown substantially from a tailored clothing-skewed brand to a multi-category lifestyle label with some 100 retail accounts including Barneys New York, Neiman Marcus and Saks Fifth Avenue.
Shimon said Kusnetz will oversee the day-to-day operations of the brand while he and his brother will “concentrate on product and brand image.
“Running the day-to-day takes up a lot of time and micro-managing,” he added, “and we were at a point where bringing in someone with Neal’s experience to run the operations

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The Brothers Ovadia Seamlessly Blend Creative and Commerce

It was a chance meeting with Ralph Lauren at the Double RL store in East Hampton, N.Y., that forever changed the lives of Ariel and Shimon Ovadia.
The twins were browsing through the store one day when they spied the legendary designer. Although too shy to approach him, their stares caught Lauren’s attention. He asked them if they were “in the business,” and they said, “No, but we want to be.”
Lauren then spent the next hour telling the brothers his life story and how he had created his fashion empire.
Starstruck, the Ovadias decided a month later to start down the same path and launch their own brand.
In the seven years since, the brothers, now 35, have proven that the journey they started that day was the right one. Today, the Ovadia & Sons label is carried in Barneys New York, Neiman Marcus, Saks Fifth Avenue and other upscale department and specialty stores in the U.S. They have collaborated with everyone from Levi’s, the Gap and J. Press to street artists and the estates of legendary figures such as Bruce Lee.
Next up is an expansion to eight countries along with an e-commerce relaunch and the entry into new categories such as swimwear

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Ovadia & Sons Men’s Spring 2018

Continuing the “narrative of last season,” Ovadia & Sons once again fueled a sporty lifestyle in its spring collection.
The trend-conscious lineup showcased an array of silk souvenir jackets, retro Fifties rayon shirts and geeky-cool pastel-colored suits.
“All the cool kids in school wore baseball jackets, but we couldn’t afford one,” said Shimon Ovadia, who designs the line with his brother Ariel. “So we’re doing them now.”
The less-predictable print that appeared on a coach’s jacket, a pop-over and a track pant was the first peek at a capsule with Interesni Kazki artists from the Ukraine that the twins discovered in their travels.
Their affinity for animal prints worked hand-in-hand with the tribal references they used to update their signature tracksuits.
The jewel tones employed in key pieces such as car coats and track pants added a sense of sophistication to the casual lineup. And the use of cross-body bags and bucket hats served as a reminder that the Ovadia brothers have once again embraced the trends of the season and brought their own twist to it.
See More From the Men’s 2018 Collections:
Perry Ellis Men’s Spring 2018: The company injected performance features into its tailored clothing uniform and then layered on fashion.
Hecho Men’s Spring 2018: The spring collection

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Ovadia & Sons Collaborates With Artist Steven Harrington

Ovadia & Sons will debut its first-ever artist collaboration on Thursday — a partnership with L.A.-based artist Steven Harrington who is known as the leader of a contemporary Californian psych-pop aesthetic and is known for his bright colors and characters.
A limited-edition capsule of T-shirts, hoodies and a denim jacket were designed featuring Harrington’s signature characters with a Nineties vibe. A handmade tie-dye T-shirt and hoodie are in pink and green and feature a screen print on the front. Ovadia & Sons’ Type-O1 denim jacket was reimagined with embroidered patches sewn on throughout.
The look book was shot on film in Palm Springs, Calif., by Sean Sullivan. It includes a Q&A with the artist on the inspiration behind his artwork, his favorite cartoon character — Garfield — and his favorite piece from the collection — the tie-dye hooded sweatshirt.
The collaboration will be available exclusively at Barneys New York in Manhattan and Beverly Hills as well as online. It will be also be available on the Ovadia & Sons web site.
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Ovadia & Sons Men’s Fall 2017

A vintage soccer photo on the back of the show notes was the first hint that the Ovadia & Sons fall collection was more personal than usual.
“It was inspired by our father who was in the army in Israel, which was mandatory,” said Shimon Ovadia, who designs the collection with his brother Ariel. “He was a certified athlete” who was an award-winning soccer player during his years in the service.
As a result, the collection showcased a balance between military uniforms and soccer references.
A camouflage shearling-lined parka paired with a zip-up red tracksuit was one of the best examples of the blending of the two cultures.
Deconstructed details — one of the trademarks of the brand — also appeared in elongated knits, giving them an appealing worn-in look.
What was especially strong was an array of youthful outerwear pieces such as a shearling biker jacket, a split-hood nylon parka in bright orange and a varsity jacket with Hebrew lettering and their father’s jersey number — 5 — on the back.
With this solid effort, the Ovadia brothers show how far they’ve come from their roots in sartorial tailored clothing to become a go-to brand for the cool, younger generation.
Dad would be proud.

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