About

 

Founded in 2001 by Uri Reiss, 911 Fashion is a leading distribution and retail company that exclusively represents more than 86 international fashion and lifestyle brands in Israel.

 

The company operates a nationwide wholesale distribution center and a self-owned retail chain, STORY, with 30 boutiques located in prime locations.

 

911 Fashion is also the local operator of Alo Yoga, the fastest-growing yoga and lifestyle fashion brand in the U.S., with six stores in Israel. Green Lantern invested in 911 Fashion in 2022 and holds a 50% stake in the company.