Bar Refaeli opens accessible fashion store

The Israeli supermodel has launched a new low cost clothing brand. According to the Israeli press, the brand is called Urbanica.

Its first location has been open to customers since Monday at Rishon Letzion in central Israel. The low cost apparel retailer should also soon be adding more locations in Jerusalem and Tel Aviv. 

Bar Rafaeli is not only a shareholder, but will also be making decisions for Urbanica. Israel’s number 1 model is participating in the development of collections for the whole family as well as in the brand’s development. 

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The brand’s accessibility is intended as an alternative to high prices in the country. Customers can, for example, purchase jeans for the equivalent of 6.5 euros. 

Other similar initiatives have emerged in recent months. A restaurateur, for example, opened a fast food chain called ”Cofix" that offers coffee and a sandwich for 5 shekels, or 1.20 euros.

€1 = $1.10/£0.79