The first thought was to create a new brand that would appeal to Jewish youth in a different way.  Today’s streetwear mostly spreads negative messages, but we want to change that.  We want to focus on the positive messages from Judaism.  We think today’s generation is really looking for real values and it’s important for them to identify with their own culture. We would like to show that these values are still popular today and not old fashion, and may even be cool.