subtlebody

mifal hapais · brand deck

subtlebody

is a unisex casualwear brand founded in 2022 with the intention of creating garments that influence your inner world, rather than serving as objects that communicate who you are or what identity you are trying to project.

inspired by mindfulness, minimalism and functional clothing - garments that enable action, physical or mental

re-imagined through a utopian lens - the future we would wish for ourselves

what we make

our approach

product led approach - focusing on user experience over trendiness or social factors

great design made accessible - not only for people with an affinity for fashion

oversized cuts that allow movement · natural fabrics · minimalistic details, without prints or logos

allowing the wearer to make the garment their own, not the brand's

helium

phase

cosmos

inner workwear

pebble

nook

the world

a cinematic universe

the story is told cinematically - social, website, events, campaigns

visualising an abstract idea, and connecting customers to our values

the cornerstone of our marketing - DTC first, reaching people beyond fashion

dressing is both a practical and an emotional need - our products fulfill both

where we stand

subtlebody today

sold first to individual customers in israel - through website, events, selected retailers

approaching 10k followers on instagram, with an exclusive community of 600 members with early access - cultivating extreme loyalty

wholesale

retailers

our fourth season in four japan-based boutiques - tokyo, kyoto, osaka, nagoya

two collections a year, synced with the fashion-week calendar

shown in independent and multibrand showrooms in paris - strong connections made

production

development & production

every collection begins with the concept - a feeling, that is translated into a story

the story developed with research and sketches, and processed into designs

development is made digitally with 3d simulation of the first sample

sampling and production made in india

new capabilities from overseas manufacturing: material sourcing, techniques, technologies

finance

the numbers

self-funded, no outside investment - a machine built to grow organically

80% DTC · 20% wholesale

self-funded · doubling every year

94K

2024

170K

2025

forecast · ×2.5 vs 2025

235K425K

2026

annual sales · ils

what's next

the road ahead

US expansion through performance marketing

new wholesale deals in asia and the US

sales multiply by 2 YoY, in the next 5 years

a key player in the international fashion field

performance marketing at scale, collaborations with strong brands, a flagship store

above all - a strong team, ready for an even bigger leap

a lifestyle brand beyond fashion - home, sound, lighting, wellness

an ecosystem of products that makes everyday life whole

near future

5 years

10 years

premium accessible casual conceptual uniqlo muji carhartt wip wawawa entire studios story mfg. subtlebody

the field

our customercompetitors

25-40, living in the city, curious and wholesome. appreciative of great design, not necessarily fashion, and looking for products with added value, crafted to be worn for many years.

we measure ourselves against the international market

the field runs between casual and conceptual, premium and accessible

S/S27 collection - Phase

the new collection

phase

shown to the boutiques that carry us in japan, beside our flagship pieces

form and color inspired by melting glaciers - their layering and geometry

winter elements beside summer ones - an optimistic response to a changing climate

the invitation: stay open to change - in the world, and in your own life

garment	cost $	wholesale $	retail ₪	retail ×	markup
phase windbreaker jacket	76.00	114.7	900	3.60	2.60
phase shirt s/s	26.00	60.0	500	5.35	2.77
phase shirt l/s	28.00	65.0	550	5.37	2.81
phase double layer t-shirt	18.00	45.0	380	5.48	2.80
helium t-shirt s/s	16.00	40.0	330	6.84	2.74
inner workwear jeans	29.15	70.0	650	5.97	3.08
inner workwear shorts	28.00	64.7	550	5.37	2.82
lightweight cosmos pants	26.45	65.0	550	5.80	2.81
phase windbreaker pants	72.80	94.1	805	3.39	2.84
phase paperbag pants	32.00	71.1	600	5.24	2.80
helium pants	28.50	70.0	605	7.04	2.87
average	38.14	68.5	580	5.06	2.81

unit economics

pricing

retail is set around ×5 on landed cost

retailers get an average markup of 2.8

wholesale runs on ×2 by choice - building volume and attractiveness; it grows with production volume

taking subtlebody forward

the 2023 fashion accelerator changed how we see and run this business

huge growth potential - and many open fronts: israel, abroad, wholesale and retail

close guidance from the industry's best will take subtlebody to its next stage

excited about the future of the brand - and glad to share it with you

thank you

subtlebody · pais · 2026