New Jersey Standard – FYI Column
March 6, 2009
TEANECK COVERUP
Gary Swickley, owner and founder of Kosher Casual in Bet
Shemesh, Israel, is not subtle. Naming his “fashionable
yet modest” new clothing items “TeeNecks,”
he very definitely had the New Jersey town in mind.
“The socio-religious makeup of Teaneck is very much
in line” with our customer base, said Swickley. “It
was a great play on words that my wife thought of.”
Swickley — an American immigrant to Israel with a Harvard
MBA —said he works closely with Jewish schools in Bergen
County, offering commissions from sales of his products. “Our
customers want to wear the latest styles but need to revise
them” to fit their needs for modesty, he said.
TeeNecks are shirt supplements that sit underneath low–cut
or open-neck shirts. “It looks as if the customer is
wearing a second shirt, but without the extra layer and discomfort,”
said Swickley, who also produces “Sleevies,” which
create a layered look of ¾-inch tight sleeves extending
from underneath a short-sleeved top.
“We have received very positive feedback on our goods,”
he said, pointing out that the company recently sold some
of its products at a Rosenbaum Yeshiva of North Jersey boutique.
“We got a great response.”
Swickley’s wares can be found in stores or ordered online
at www.koshercasual.com, along with other clothing made in
Israel.
Lois Goldrich
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