Ata x iota
We are excited to reveal the joint collection we designed with ATA.
The official launch will take place this Friday, February 6, 2026, at the ATA store at Rothschild 141. The items will be available on site and on the ATA website.
Until then, a first glimpse of the journey, the process, and the story behind the scenes.
Photos by: Elrun Rose
iota and ATA are brands with similar values; looking to the future, rooted in the present, and in constant dialogue with the past. It was only a matter of time before we collaborated.
The collection was born from a connection to our country, our home, and stories that we carry with us along the way: from the Ben-Gurion House, through the desert and the camel, to Israeli icons. Images of landscape, nature, and identity were hand-knitted at iota, as square patches, and attached to the iconic ATA clothes that we love so much, and hopefully you will too.
The patches sewn onto each of the clothes were crocheted, using a unique technique that breaks down images into basic shapes and reassembles them. Crocheting is a skill that iota specializes in. In our opinion, skill is an area of life in which a person can reach the peak of their creation: through practice, dedication, and deepening. Whether it is a traditional craft or another field, this is where knowledge and body meet and enable a complete creation. Like the ceramicist on the wheel, the climber on a rock or the boxer in the ring, dedication to personal skill is an inseparable part of the story and the path.
The collaboration between ATA and iota was enjoyable and seamless, like a match that seems almost self-evident. But just as clothing that seems effortless, it is precisely the seemingly simple things that are the result of thought, time and hard work behind the scenes.
We look forward to seeing you this Friday, February 6, 2026.
