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known in the design world. They
are characterized by their
energy, openness to blending
fabrics and colors, and familiarity
with all phases of production,
not just design.
Shelly Refua, leading fashion
designer and coordinator of
fashion at Polgat Enterprises,
one of the largest fashion and
textile concerns in Israel, says,
"You have to be original in
everything you do, especially in
color combinations, which are
the specialty of the Israeli
designers. And even more than
being a good designer, you must
be a good commercial designer.
This means having your fingers
in every part of production, from
the design to the manufacturing
of what you want. It's the only
way to get quality and preserve
the integrity of the design."
Refua is living proof that this
approach to Israeli fashion
design leads to consistently
good products, popular both on
the home front and abroad.
Although just 30, her impact on
the fashion industry in Israel has
been considerable. After grad-
uating from Shenkar with a
degree in fashion design, she
found immediate employment
with an Israeli knitwear manufac-
turer. Soon, she began to design
her own line of knitwear, which
the manufacturer priced and
distributed under his label.
But Refua did much more
than design the entire line of
knit garments. Due to her tech-
nical education, she was able to
maintain constant contact with
the production team in an on-
going effort to achieve not only
the look but also the quality of
garment she wanted. As the col-
lection began to be exported,
quality assumed an ever more
important role.
Prior to the export boom in
the late 1970s, quality control
was allocated a secondary role,
largely due to lack of competi-
tion on the Israeli market. Says
Refua, "Customers would buy
second quality merchandise