As the sun sets on Tu Bishvat 2026, the Jewish “New Year for Trees,” a new kind of growth is taking root in the heart of Israel’s fashion capital. What began centuries ago as a tax date for fruit trees has blossomed into a nationwide meditation on sustainability, prompting a wave of Israeli designers to rethink not just what we wear, but how it’s made.
In a world where “fast fashion” is increasingly seen as an ecological liability, these six brands are leading a movement toward conscious craftsmanship, proving that ancient values of stewardship are the ultimate trend for 2026.
The Seasonal Shift: From Orchards to Ateliers
Tu Bishvat, observed this year from sundown on February 1 to nightfall on February 2, marks the awakening of the land. Traditionally celebrated by eating the “Seven Species”—including dates, figs, and pomegranates—the holiday has evolved into a symbol of environmental accountability.
“The mindset of Tu Bishvat is about measuring what we have and what we are responsible for,” says industry analyst Ilana Fish. “In fashion, that translates to accountability for materials, production, and the longevity of every garment.”
The “Sustainable Six”: Shaping Israel’s Conscious Closet
1. Tooshaya: The Naturalists
Led by the mother-daughter duo Tom and Tzameret, Tooshaya is redefining luxury through natural fibers. Their ethereal collections are crafted exclusively from bamboo, soy, organic cotton, and wool. By focusing on light, breathable textiles, the Tel Aviv-based brand creates pieces that feel like an extension of the natural world.
2. Shantima: The Architects of Ease
Founded by tech-refugee Alina Zilberman, Shantima brings a “quiet confidence” to the runway. Specializing in flax and linen, the brand prioritizes low-impact silhouettes that ignore fleeting trends in favor of seasonless endurance. Recently, they expanded into home textiles, bringing their philosophy of “calm living” to the domestic space.
3. Masada Jeans: The Dead Sea Finisher
Laurent David Vanucci of Masada Jeans is solving the denim waste crisis one vintage pair at a time. After sourcing and reworking vintage denim, the brand uses an innovative, eco-responsible technique: pre-treating the fabric with natural salt crystals from the Dead Sea to add texture without the harsh chemicals typical of the industry.
4. KitePride: The Upcyclers
A nonprofit label launched in 2017, KitePride transforms retired sails, parachutes, and kites into vibrant, one-of-a-kind bags. Beyond their environmental mission, they provide vocational training for survivors of human trafficking, making every purchase a vote for social restoration.
5. Danit Peleg: The Technologist
A global pioneer in 3D-printed fashion, Danit Peleg represents the “Startup Nation” spirit. Her made-to-order model eliminates overproduction by printing garments only after they are sold. In 2026, Peleg continues to lead with home-printable collections and fashion NFTs, proving that high-tech is the key to zero-waste.
6. Har: The Regenerators
Founded by Hila Brodie, Har (Hebrew for “mountain”) tackles the literal mountain of textile waste. By utilizing “deadstock” (unused surplus fabric) and vintage textiles, Har breathes new life into forgotten materials, creating eclectic pieces that serve as conversation starters for a more circular economy.
A Growing Movement
The festivities today aren’t limited to the runway. At the Dizengoff Center, thousands of families joined the “Come Plant With Me” initiative, while designers gathered for the launch of Niche Design magazine, a new publication dedicated to the intersection of social ethics and aesthetics.
As the “New Year for Trees” concludes, it’s clear that for the Israeli fashion scene, the future isn’t just about what’s new—it’s about what lasts.