Delicate daisies with soft yellow centres, French marigolds and baby’s breath on which butterflies land. These blooming floral crowns worn by striking models are Life’s nod to the blooming season. But this beautiful fashion shoot is about more than sunny days and shedding layers. We may be wearing less, but we’re saying more.
Bring Them Home. Proudly Black & Jewish. Never Again is Now.
The messages on these clothes and accessories show what we stand for. Stepping out in these slogans paired with shorts and shades should not be an issue for the community.
Those who are never without a yellow ribbon pin or hostage dog tag won’t flinch. But it is the silent ‘others’ we would like to see in these shirts, which have ‘Say No to Antisemitism’ and ‘I Love My Jewish Friends’ subtly disguised in upbeat graphics and flowers.
This colourful and committed collection is the creation of Jouparty, a brand so joyfully aligned with Jewish pride and identity that finding it is like stumbling across the faith-based equivalent of Willy Wonka’s chocolate factory. Only instead of sweets, there’s solidarity.
Jouparty is the “world’s largest online shop against antisemitism” with a name that makes the provocative, palatable and persuasive. When keffiyehs and terrorist headbands are sold three for one, we’ve never needed it more.
The founder of Jouparty isn’t Jewish – which is surprising. That she is German makes it compelling. “I can see why,” says Elsa Schatz. “For one of the greatest fashion projects for Jews to emerge from where the Holocaust took place is a paradox.”
As a child, Elsa was deeply affected by school history lessons about the Second World War and the Holocaust. “They shaped me profoundly. I even had dreams about time travel – imagining I could go back and save children in the camps by bringing them blue contact lenses or blonde hair dye.”
Independently, Elsa studied the Holocaust further – which is why Jouparty is about much more than clothing. “It’s a way to address generational trauma, to show that we’re not frozen in the past, and to help inspire a better future together.”
For Elsa, October 7 shattered any illusion that history couldn’t repeat itself. “After the Hamas attack, I started seeing disturbing parallels between the rise of global antisemitism, violent protests and propaganda, and what I’d studied about Nazi Germany. History was circling back, but most people didn’t and still don’t recognise it.”
Elsa took to social media, first as a hobby, sharing videos against antisemitism and pro-Israel content. “But I didn’t want to add to the hate and noise,” she says. “I noticed that many Jewish or pro-Israel designs use Hebrew symbols, but they don’t reach a broader audience. Not when antisemitic lies dominate.
“I decided to offer something that looked and felt different. Something beautiful and brave that delivered a message positively.” The tees and totes with the addition of ‘Am Israel Chai’ and ‘Antisemitism is bad for your heart’ are Elsa’s unapologetic response to the silence.
“It exists to unite Jews, allies and anyone who refuses to accept injustice and discrimination. In a time when hatred against Jews is spreading like
a global virus, Jouparty offers light, colour and joy as weapons of hope.”
Elsa has no desire to be the face of the brand, which is too bad as
her fashion-driven resistance could rally the reluctant and convert
the complacent. “It’s not about shouting,” she whispers. “It’s the quiet, powerful cry of a world that has said and done nothing for too long.”
Jouparty has various production sites across Europe and the US, with the company donating a portion of its profits to organisations fighting antisemitism, but also providing free clothing, vouchers and financial support to individual activists on social media who speak out but can’t always afford the clothes to stand out.
“These are people risking everything to combat antisemitism,” adds Elsa. “Giving them something to wear that says ‘you’re not alone’ is how I can help.” There isn’t a Jouparty loyalty card currently, but there should be. Elsa deserves it.
10% discount on every purchase. Visit:jouparty.com and enter the code FRIEND10
