Chef Asaf Granit and ITAY BRANDS End Their Partnership After One Year
Acclaimed chef Asaf Granit and Israeli fashion brand ITAY BRANDS are ending their collaboration after just one year, following the brand's recent acquisition by businessman Harel Wiesel.
In a surprising turn for the local fashion and culinary scene, acclaimed chef Asaf Granit and Israeli fashion brand ITAY BRANDS are ending their partnership after just one year of collaboration.
Granit, one of the most prominent and successful figures in Israeli and international cuisine, was brought on last year as the brand's primary presenter and the face behind its men's collection. His distinctive personal style and charismatic presence were considered key growth drivers for the brand's local market expansion.
The move comes amid structural changes for ITAY BRANDS, which was recently acquired by businessman Harel Wiesel. Despite expectations for continued expansion, the parties decided to end the contract early while maintaining a warm and supportive tone.
The fashion house reflected positively on the shared period, thanking the chef for his contribution to strengthening the men's collection and wishing him success. It remains to be seen who will be chosen as the new face for the billionaire Harel Wiesel-owned brand's future menswear lines.
