Brand Story

101 BRAND JEANS was born from a deep love of denim and from the beauty of local craftsmanship.
We’re a family-owned label, founded and run by Tomer Zahavi & Yael Leibovitz, built on a belief that denim should look incredible — and feel real.

Every piece is designed & produced in Israel, thoughtfully shaped for the women we dress.
We study her lifestyle, her proportions, her movement — and we design to honor the Middle Eastern female silhouette, with fits that are flattering, effortless and lasting.

Local production isn’t just a method for us — it’s a value.
We know every pair of hands behind every garment:
the person who stitched the waistband, the one who washed the denim, the one who placed the final button.
This connection keeps the process personal, ethical and intentionally slow.

We produce in small runs to reduce waste and protect the world we live in.
All of our jeans are Vegan Friendly, because fashion can be kind — and still look amazing.

YOUR JEANS. YOUR WAY.
Because every woman has her own attitude, her own beauty, her own style.
Our denim is simply here to let her shine.