Wearable culture

Art meets fashion as the Tel Aviv Museum of Art and Castro collaborate for the T-Art Project.

The Israel Museum  (photo credit: PR)
The Israel Museum
(photo credit: PR)
One of Israel’s leading fashion brands, Castro, has joined forces with the Tel Aviv Museum of Art to create the T-Art Project, a line of wearable art highlighting historic and contemporary Israeli artists.
Together with the Museum, Castro’s design studio created a capsule collection of T-shirts for men and women, using works by prominent artists from the museum’s collection of Israeli art, among them Michal Rovner, Ori Gersht, Jennifer Bar-Lev, David Tartakover, Rafi Lavie, Menashe Kadishman and Nahum Gutman.
According to the project’s curator Tal Lanir, the collaboration was a labor of love, with great thought going in to each of the works selected.
“It was important that we represented a variety of time periods and mediums. We began with a selection of 100 works from the Israeli art collection, and narrowed it down to the final 19, which feature painting, photography, prints and video works” says Lanir. “It was not an easy process, and there were many works I really wanted to include that just didn’t translate well onto the T-shirts, but I must say, working with the Castro designers was a great experience, they understand art and textile, and together we were able to achieve something really special.”
The T-shirts can be purchased throughout August at the Tel Aviv Museum of Art pop-up shop located at the entrance of the museum’s new building. The limited edition collection can also be purchased on Castro’s website.
“I am delighted and proud of this collaboration, the first of its kind in Israel, between the museum and Castro. The project will draw the public closer to Israeli art and bring new visitors to the museum” says Suzanne Landau, director and chief curator of the Tel Aviv Museum of Art.
As a further step to merge fashion and art, Castro has sponsored “Thursdays at T,” free entry to the museum every Thursday in August from 9 p.m. to midnight. During the “Thursdays at T” evenings, the museum provides a variety of activities including exhibition tours, lectures, video art, music and workshops.
“Tel Aviv Museum of Art is one of the beauty spots of the city, an inseparable part of the Tel Aviv vibe, which inspires and motivates our studio. The collaboration with the museum reflects our deep appreciation of Israeli and local art, of the world of art, of the importance of originality and of encouraging culture” says Gabi Rotter, co-CEO of Castro.
T-Art shirts can be purchased at the Tel Aviv Museum of Art pop-up shop or at Castro online at www.castro.com.