The iconic Israeli fashion house Maskit chooses to look forward even during this complex period. In a move that expresses creation and continuity, the brand announces the opening of a new store in the heart of Dizengoff Street (173) in Tel Aviv. The new store is located in a space with a rich commercial history, which over the years has hosted iconic brands and stores such as Ktomenta, the first store of Croker and Story. After a thorough renovation that lasted about two months, Maskit now launches the store and brings to the street a combination of heritage, high-end Israeli fashion and a contemporary shopping experience spread over approximately 120 square meters.
The new store offers a meeting point between the brand’s high design world and clothing and lifestyle items for a wider audience, as it includes a dedicated couture floor alongside Maskit’s accessible line. The store façade is characterized by a large and impressive hand-painted artwork measuring 16 square meters, making it a unique point of interest in the heart of the historic Tel Aviv street, which is gradually returning to its status as one of the city’s prominent cultural and fashion axes. “In a time like this of uncertainty we believe this is the time to continue looking forward and to keep creating and spreading Maskit’s aesthetics to more and more audiences”, says Nir Tal, CEO and owner of Maskit.
Alongside the opening, Maskit unveils its Summer 2026 collection under the name SHE GOES ON. The collection focuses on a woman who moves between worlds without stopping and offers a wardrobe adapted to a dynamic pace of life that enables a natural transition between day and evening while maintaining a uniform and precise design line. Among the items, knitwear stands out with unique techniques that create a delicate lace-like appearance, alongside a denim category that includes iconic cuts identified with the brand and new developments adapted to the season.