HOUSE OF JAFFA

one פרסום / 15.03.2022
Screen Shot 2022-05-02 at 12.07.29

Contemporary resort brand, creating a genderless, expressive and sex-positive vision of dressing. Established by Golan Frydman and Eddie Gavriilidis, the collection combines their shared aesthetics and backgrounds. 

The duo met in London where Golan, the Israeli-born designer, helmed his high-end fashion brand FYODOR GOLAN, which is known for its bold, colourful designs and collaborations with leading pop figures such as Madonna, Rihanna and Arianna Grande and mega brands such as Coca-Cola Microsoft and MTV.

Eddie is a Greek-born designer; after designing for Alexander McQueen, Tom Ford and Lady Gaga, he established his London-based fashion development and manufacturing business.

The duo met in London and fell in love. Leading their life between Tel Aviv – Athens – London, they were inspired to create a collection addressing modern and genderless silhouettes and applying them to a travelling, resort-lived lifestyle.

Drawing inspiration from Middle East queer culture as their exciting new environment in the old multi-cultural city of Jaffa.

Menswear silhouettes are softened by fluid fabrics and romantic prints and embroideries, creating a modern singular genderless item to challenge the social mindset and create a less gender-focused thinking, giving stage to queer culture and aesthetics.

The brand was born between Jaffa and London and encompasses the multi-cultural aesthetics of this unique ancient spot on the edge of Tel Aviv. 

“The strong perfumes of the souk mixing with sweat and desire under the hot Mediterranean sun. House of Jaffa explores being Queer in the Middle East as celebration of the beauty of the outsider and aims to create an escapist and romantic mosaic of visuals and emotions. We constantly address our social conceptions of masculinity – both appealing and toxic – and challenge them into an unapologetic aesthetic.” 

“Our garments are born to connect people that know how to celebrate life and fulfil their OWN? bohemian rhapsody with at its core: Truth, Beauty, Freedom and Love.”