911 Fashion owns and operates 14 multi-brand shops, under the name STORY. Altogether, there are 80 brands sold in STORY, 60 of which story exclusively represents in Israel. STORY is highly regarded for its commitment to excellence in terms of quality, design and customer service. Story's platform is often used in order to bring light on new brands and new products.


STORY always strives forward with dedication to distinction and attention to detail regarding quality, design and customer experience. Story’s platform specializes in building the best foundation to launch new brands, initiatives and product innovations.

Our stores are highly known to be the destination where ones come to seek inspiration and discover the upcoming advanced collaborations.

As part of the company's agenda to represent the finest fashion & lifestyle brands out there, a couple exclusive stores offer carefully selected premium brands, a few to mention are A.P.C, Filippa K, Saturdays NYC, Vagabond Atelier and more. These prestigious locations, Ramat-Aviv Mall & TLV Fashion Mall have become the ultimate places to absorb the international fashion scene in a local atmosphere.


An exciting 400 sqm concept store located in the heart of the White City. This vibrant Tel-Aviv store is the first concept store in the country that combines over 50 home design, lifestyle and fashion brands under one roof.

Story Kikar is a place where people come to get inspired, a place to discover the most updated and wild collaborations.

The ultimate location to experience the international fashion scene.



911 fashion operates few mono-brand concept stores and shop in shop and brings to life the brand DNA, via design, full collection range, trained staff and magical atmosphere.



911  fashion is operating this all times favorites American brand store since 2017 introduce, the unique vibe and energy of the brand to the local community. Soon this location became a must stop shop to champion's fans across the country.



911  fashion opened this successful Dutch brand concept store in the heart of the white city, Tel Aviv. This is the next step after 2 years of successfully operates 3 mono brand pop-up store and creating high demand and Scotch & Soda website.



This summer an ALLSAINTS shop in shop opened by 911 fashion, under one roof of a new Story concept store. This stand out 30 sqm corner will give the costumers the ALLSAINTS full experience, combining with the Story well known language.

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