Shalom hu Bracha,
My name is Eitan Cohen

On October 8th 2023, twenty-two years after my military service in Gaza, I was diagnosed with PTSD.
It was one of the hardest moments of my life. And yet, instead of breaking me, it gave me purpose. I left my business behind and devoted myself to advocacy for my country - Yisrael. I stood alongside hostage families, directed and produced a short documentary film called 'EFOTELCHI" ('Where will you go') about two 85-year-old friends, Jisel and Rina, who were evacuated from their home in Sderot to a hotel in Tel Aviv following the events of October 7. I created an Instagram page called “MEFUNIM” (Evacuees) - short reels of Israel’s evacuees... Wherever there was pain, I tried to help - and in that journey, I began to heal.

Out of this experience came beber - a blend of human authenticity and AI born out of a wish to turn struggle into strength. A character inspired by my own story and by my late father, Avraham Beber. Beber is forty-three years old, a traditional Jew who carries faith, resilience, and hope. His family story began in Morocco, where he left with nothing but two suitcases and a donkey,
chasing the dream of a future in Israel.

Beber creates clothing as bridges. Pieces that connect Jews everywhere through Hebrew words written in English letters. Each design carries strength, comfort, and a spark of identity. A T-shirt that says BSOROTOVOT (“only good news”) or BLI NEDER (“no promises”) may look like just another phrase to an outsider. But to another Jew - whether on the New York subway or at the topof the Eiffel Tower - it’s a shared smile, a private code, a reminder that we belong to the same story.

This idea of fashion as connection is not new. In the 1960s and ’70s, the Peace & Love movement turned clothing into a rallying cry for a generation. A T-shirt with a peace sign became a statement against war and a symbol of solidarity for civil rights, women’s rights, and global hope. Decades later, the image still resonates as one of the most universal emblems of unity. In the 1990s, Life is Good emerged from Boston with nothing more than optimistic slogans on T-shirts. Yet those shirts carried more than cotton and ink - they carried resilience. The message spread so widely that it grew into a cultural language of positivity, one that supported children in poverty, hospitals, and shelters through the Life is Good Kids Foundation. A simple shirt became a way to change lives. And in New York, Supreme transformed a skate-shop logo into a global phenomenon. To outsiders it was only a red box, but to insiders it was a badge of belonging, a silent handshake that signaled identity, creativity, and community. Supreme showed the world that fashion could function as tribe.

Beber stands in this tradition. Where Peace & Love spread hope, Life is Good brought healing and resilience, and Supreme built identity and community, Beber weaves all three together for the Jewish story - modern, global, and deeply personal.

The journey of Beber continues - from his Aliyah to building a new life in Yisrael. Where will it lead? Who will join? That story is still being written.

If this vision resonates with you, we’d love to invite you to share these Hebrew words and this story of connection with the world.

Wishing you good news and brighter days ahead,
Eitan Cohen (a.k.a. Beber)