Orthodox Jewish sisters’ fashionable designs stitch up social-media interest
In a snug atelier on Magnolia Boulevard in Burbank, three chic, 30-something sisters, Elana Kornfeld, Chani Wuensch and Sara Mayberg, aka the Wukogals, are designing and selling the kind of stylish, pull-over-your-head and forget-about-it dresses that are nearly impossible to find in stores.
It was just two years ago that Elana and Chani sketched their idea of an ideal dress, made a simple pattern and had two sewn up. They didn’t intend to start a business. “I think a lot of it was that we were looking for ease, comfort and versatility,” said Elana. “It was about making life easier as a mom and as someone who works every day, as well as someone who wants to look and feel good.”
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Those first dresses, largely created on a whim, also reflected some frustration at the lack of casual, off-the-rack options available for religious women, who often have to modify the clothing they purchase in stores. The sisters are Orthodox Jews, who are members of the Lubavitch branch of Hasidism. They adhere to “tzniut,” laws of modesty that affect both dress and behavior. But while their designs may cleverly conceal from the collarbone to the knee, they do so with a keen eye for trends in colors, shapes and details.
The pieces are also notable for being entirely no fuss, which is a critical design element. The three women have 17 children between them (with one on the way), households to run and outside jobs to attend to. They are multitaskers with precious little time to get ready in the morning, but that doesn’t mean they don’t have flair.
When Chani and Elana wore their dresses the response was overwhelming. Everyone wanted to know where they bought them. So with $200 in seed money, they had 50 dresses made and immediately sold out. A month later, with requests for what is now called the “Classic Tunic” rolling in; they asked the business savvy Sara to join the endeavor. She brought her own distinct design point of view to the table as well.
The Wukogals’ online social presence has a strong brand message. Lively Instagram photos of them getting kids ready for school, boarding planes, making dinner, roller blading, meeting for business and going out for the evening, illustrate busy lives and the breezy versatility of the clothing.
Produced locally and set at an affordable price point, the pieces are wash and wear, sized 0, 1, 2 and 3 (much like retailer Chico’s), have a bit of stretch and are generously proportioned, although some styles have a decidedly more body-conscious cut. Nearly all of them have pockets. “Put on a belt and a pair of booties, and you’re ready to go,” said Chani, who at nearly eight months pregnant is still wearing her regular size in the “Shift.”
“Right now, we’re primarily in the Orthodox (Jewish) market,” said Sara, noting that they’re beginning to gain traction outside that community. “A woman who wears Wukogals may be a lawyer or an accountant,” she continued. “She has to wear professional attire but doesn’t want to wear a suit. She wants style but also wants comfort. She may want to throw on a dress, belt it and then put a blazer over it. At the end of the day, she comes home and is able to take care of the kids, the house and everything and not worry about the dress getting messed up.”
While they’ve been asked to wholesale, it’s not the direction they want to travel in. Elana stressed that their goal is to make attractive, affordable clothing that works on a variety of body types, which entails being hands on from design to final sale. “Our clothes make sense,” she said. “We have great email and social media communication with our consumers. They make suggestions and we listen because that’s who we’re designing for.”
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ELISABETH GREENBAUM KASSON is a contributor to Marquee.
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