What happens when the boundaries between everyday wear and formal attire blur? A brand like Plan B is born. Two years after its founding, the brand—now firmly established on the Israeli fashion map—is celebrating with a pop-up store at Ramat Aviv Mall, open until November 30, 2025.
The brand, which has become a favorite among influencers, opinion leaders, and many customers, was born out of the understanding that there is a growing need for a smart, simple, and precise wardrobe: Clothes that are polished, sophisticated, and modern—yet comfortable and effortless.
In the spirit of smart casual, the idea is to create a look that feels both intentional and natural. It’s built on items that can be easily mixed and matched, such as quality jeans with a blazer, a button-down shirt with a T-shirt, or a minimalist dress with a soft jacket. The brand offers collections that continuously evolve, allowing each piece to complement the others, along with exclusive accessories available only at Plan B.
Founded in 2023, the brand is based on the idea of a smart wardrobe offering essential items that form the foundation of the modern closet.
Plan B’s collections are refreshed every two weeks, maintaining consistent and precise sizing—so once you’ve purchased an item, you can confidently order or buy additional pieces in exactly your size. The inclusive size range extends up to size 46.
The brand operates three additional stores: At 91 Dizengoff Square in Tel Aviv, Azrieli Mall Givatayim, and Hazahav Mall in Rishon Lezion.