Brand case · 2015–2022

Pushtakim

An independent online fashion brand for babies and children, inspired by rock, television and nostalgia. We sold mainly through the e-commerce site we built ourselves, and at festivals in Israel and abroad. Good clothes for bad kids, and seven years of doing everything ourselves.

The logo was a declaration of intent

Not a “kids brand.”
Pushtakim.

The name, the girl biting the letter and the tagline did not wrap the brand. They were the brand: playful, nostalgic and a little insolent. Just like the clothes. Just like the children.

The kids were good. Their taste was less obedient.

The full case

A small idea.
A complete brand.

Five images holding seven years of concepts, prints, sewing, e-commerce, festivals, packaging, service and shipping. Everything passed through our hands. Often with ink. Always with attitude.

Pushtakim case cover — 01 / The brand, wornAttitude in small sizes

Pushtakim print collection — 02 / The rangeRock, film, television and nostalgia

Pushtakim products — 03 / More from the wardrobeNo teddy bears. Thank you.

Pushtakim products and Led Zeppelin dress — 04 / Not just onesiesZeppelin, dress length

Pushtakim production and service process — 05 / Behind the scenesIdea, print, sewing, e-commerce, packaging, service, shipping

Then they left the studio

Small clothes.
Full-size personality.

The packshots showed the prints. The children showed what they actually did: turned a small garment into a declaration of intent.

Omer wearing Home Alone — Omer. Home alone. He took it personally.

Baby Aria wearing Dirty Dancing — Nobody puts Baby Aria in a corner.

Tommy wearing David Bowie — Tommy and Bowie. Hard to tell who elevated whom.

Ilai and Yahav wearing Axl Rose and Slash — Ilai and Yahav. Guns and roses.

Not a “kids brand.”Pushtakim.

We did not waitto be talked about.

Not a “kids brand.”
Pushtakim.

We did not wait
to be talked about.