Kippahs, head coverings, tassels (tzitzit) and other religious garments have long held significance beyond their spiritual and ritual functions. They have also become status symbols within the religious community, expressing affiliation with various societal groups.
At Mishkan Hatchelet, Israel’s leading manufacturer of prayer shawls (tallit) and tassels, a new initiative is underway: designing a unique line of tallitot that serve not only as sacred items but also as a symbol of pride for IDF soldiers, customized with unit colors.
2 View gallery
Mishkan Hatchelet CEO Shlomo Avrahami (right) with customized tallitot
(Photo: Herzl Yosef)
For example, prayer shawls with a purple design for Givati Brigade soldiers, green for the Nahal Brigade, maroon-red for paratroopers and brown for Golani Brigade soldiers.
"The factory has been operating for 30 years," says CEO Shlomo Avrahami, showcasing the new collection of designs that could become the next big hit among IDF soldiers. "There has always been a factory producing prayer shawls in bulk, along with specialists and artists creating custom designs in small quantities for individual clients. There was a need for more, and so we established the factory in Be’er Sheva.
"At first, it was difficult, but over time we entered the market, developed and now we produce everything locally—a fully blue-and-white Israeli industry. From the sheep’s wool and fabric production, to the threads for the tassels and the prayer shawls themselves—everything is processed, spun into threads, sewn into garments and even the fringes tied to the tassels and shawls according to Jewish law. We also export abroad to Jewish communities worldwide. We have 40 stores across Israel, 500 employees, and sell to wholesalers domestically and internationally."
Like many professionals and service providers, Shlomo felt at the beginning of the war that his business needed to contribute to national security and support IDF soldiers. While he does not manufacture or import combat gear and cannot assist in fighting terror organizations, his spiritual contribution has gained unprecedented demand.
"The idea of unit-specific colors for different army units arose because of the war. Since October 7, especially at its peak when many were drafted, we distributed tassels and tassel undershirts to soldiers," he said.
"We received countless requests. We realized that many soldiers felt connected to wearing tassels, as it linked them to tradition, protected them and gave them strength. It was something they felt they needed at the start of the war. We distributed olive-green and white tassels that matched their uniforms. Requests came from soldiers in assembly areas, combat zones and even officers contacting us on behalf of their soldiers. Donors and support organizations also approached us to order items. It became a significant and serious endeavor from the start of the war. Soldiers genuinely wanted it, and we made every effort to supply the quantities."
The factory understood that tassels and prayer shawls had evolved beyond fulfilling basic religious functions. "It’s not just for the ultra-Orthodox world with its strict standards. It touches many people in a meaningful, emotional way. They seek a connection, something to inspire them, to move them and to feel they have something personal and heartfelt during prayer or when going to synagogue. That’s when we thought it might work to create prayer shawls based on the colors of the different military units, with each unique color, symbol and flag—transferring this to the prayer shawl. It’s something personal that could connect the mitzvah to many people in a way that touches their hearts."
Currently, the unique prayer shawls are still in production, and the factory is working hard to customize them for their target audience. Shlomo hopes this will become the next big hit among customized items celebrating the pride of IDF soldiers and their units once the product undergoes final adjustments.
"We are waiting to create the appropriate stock needed to launch this in critical mass. We’ll accumulate a certain inventory and then enter the market. I’m still in the early stages of this idea. It takes time to weave the fabrics in the unique colors we’ve chosen, produce the required quantities at high quality, and tie the tassels according to Jewish law and the highest standards. Once ready, we’ll start distributing to stores and may organize orders with the army for units and soldiers. After years of producing for ultra-Orthodox, traditional and religious communities—across the whole spectrum—there’s no one we don’t cater to. This is a unique product, and in my opinion, it’s something special and exciting."
