The fashion world has gone crazy over a Tel Aviv designer’s patented garments that let you flip color and fit to create 24 new styles without zippers, buttons, snaps or Velcro.
If you thought a reversible jacket was versatile, just imagine a shirt that can be worn up to 24 different ways.
It’s called Morf, and it is the creation of Tel Aviv fashion designer Tamara Salem.
Protected by a US patent, Morf shirts (three color collections for women, one for men) and a Morf dress feature a double-layer construction that allows for dramatic changes of color, pattern and cut from a single garment without any Velcro, buttons, zippers or ties. Just flip it around and/or roll up the sleeves, and voila! You’ve got a different look.
Launched on the Kickstarter crowdfunding platform in April last year, Morf raised 524 percent of its goal, attracting $131,089 from 1,788 backers. The garments are currently sold on the Morf website and on Amazon, but judging by the worldwide buzz they’ve created among fashion bloggers, it probably won’t be long before you can find them in stores.
Salem tells ISRAEL21c that a children’s line and a travel line are planned next, though many customers already find Morf ideal for packing since the clothing is made of non-wrinkle, lightweight cotton with a touch of Elastane. And, of course, one shirt can take the place of many in your suitcase.
Morf creator Tamara Salem, right, with model Alexa Doll wearing the versatile shirts. Photo by Ido IzsakMorf creator Tamara Salem, right, with model Alexa Doll wearing the versatile shirts. Photo by Ido Izsak
Fashion design was a second career for Salem, who followed up her military service at the IDF radio station by becoming a TV content editor and director.
“Fashion was always a hobby of mine,” says the mother of two young boys. “I bought a sewing machine about seven years ago and started experimenting at home, and one of those experiments was a gift for my best friend’s birthday. It was a white and black shirt that could be worn backwards and forwards.