Collection: Eitan Chitayat: Writer, Activist, and “That” Original Jew

Our exclusive collaboration with Israeli advocate and creative force Eitan Chitayat was born from a shared passion for supporting Israel and Jews around the world. Known for his viral, trademarked phrases like the original “I’m That Jew”, the bold “Shalom Motherfucker”, and the unifying “Star of One”, Chitayat’s work celebrates unapologetic Jewish pride and those who stand with us.

What began with a single video in 2015—I’m That Jew—has since evolved into a global movement viewed hundreds of millions of times. It’s a celebration of the richness, resilience, and diversity of Jewish identity, and a reminder that Jews can be anything, but invisible isn’t one of them.

This collaboration brings that spirit to life through a range of collections—I’m That Jew, Shalom Motherfucker, Define Who You Are, Chai, All Heart, Chutzpah, and more—each designed to express strength, authenticity, and pride in every form. Whether you’re brave, proud, and unafraid, a staunch ally, or simply always in fashion, you—and only you—define who you are.

A portion of proceeds supports Ten Gav, helping Israeli individuals and families in need.