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 adopt.

a garment shapes your day - you choose the energy you charge yourself with

designed for reconnection - with yourself, and with your surroundings

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

seen through a utopian lens - the future we'd wish for ourselves

what we make

our approach

product led approach - the focus is user experience, not trends or social cues

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

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

room for the wearer to make the garment theirs, 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

it makes an abstract idea tangible, and ties customers to our values

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

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

where we stand

subtlebody today

sold first to private customers in israel - website, events, select retail

approaching 10k on instagram, and a closed community of 600 with first access - returning customers on steroids

wholesale

retailers

our fourth season in 4 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

made in india

after years of producing in israel, we moved the operation to india

new materials and techniques - denim, quilting, washes, dyes, wider sourcing

developed digitally - 3d sampling and tech packs at the highest standard

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

winter 26 stock ships to US fulfillment centers, with a dedicated marketing plan

we've sold there before - the barrier was shipping from israel. not anymore

×2 sales a year, for the next 5 years

growing the audience overseas - more doors across asia, and the US

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 more whole

now

next year

5 years

10 years

who it's for

our customer

25-40, living in the city - carving moments of quiet and reflection inside urban life

wholesome and curious - about others and about themselves - with compassion

they appreciate and invest in great design, but aren't necessarily fashion consumers

looking for precise design with added value, made to serve them for years

the field

competitors

we measure ourselves against the international market

the field runs between casual and conceptual, premium and accessible

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

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