Egged Group and Story are putting the legendary logo of the public transportation group, that same ’80s logo, directly onto the street, in a very fun capsule collection. You’re probably asking what the heck is the connection between a bus company and fashion? Well, not much. The purpose of the collaboration is to encourage public transportation travel to Eilat.
Once again, like in Egged’s sweater campaign from last January, the launch is accompanied by a humorous online campaign based on modeling photos of real company drivers. When we first heard about the collaboration, we admit we doubted the creator’s results, but we were surprised to discover that the collection, which includes four useful summer pieces (and they are the ultimate collectibles), consists of an oversized tank top, a cropped T-shirt model, another loose T-shirt, and two hats in different shades — all designed by Story’s design team. All of these are based on Egged’s nostalgic graphics, including the logo and the old travel ticket booklet that inspired the clothing label.
In recent years, since the closure of the airport in the beloved southern city, Egged has experienced an increase in public transportation use to and from Eilat, with about 250,000 passengers traveling by bus to Eilat during the war months of July–August last year alone. Those who do not want to pay for a full gas tank for their private car, or even deal with concentrating on driving for three hours or more — buyers of the capsule items will receive a 15% discount at Story Eilat stores upon presenting their July travel ticket. The collection is sold in three branches (Eilat promenade, Eilat Mall by the sea, Dizengoff Square) and on the Story website, at price ranges of NIS 129.90–NIS 179.90.
“Our design team created a capsule collection with a unique retro vibe relying on Egged’s classic logo. It was produced in limited quantities, and the items are true collector’s pieces,” says Adi Tiger Azoulay, Marketing VP of 911 Fashion, owner of the Story chain. “The items appeal to a young audience seeking personal expression and a unique clothing style, creating distinction and interest. This is an audience with strong social awareness and understanding of the need for a shared economy, so they will warmly embrace shared travel on Egged buses to Eilat. At the same time, we believe an older audience will also connect with the nostalgic scents of the items and love the retro style they offer.”