Dec 28 2011
In this episode, Aaron “The Schmoz” Herman talks to the creator of Dveykus, the Semitic Keffiyeh.
Dveykus is a transcendent contemporary accessories line exploring the cultural, historical and spiritual spectrum of Jewish consciousness. Launched in 2009 by fashion industry insider Baruch Chertok, the line mixes thought-provoking imagery, Semitic influences and pop culture to give Dveykus its distinct, iconic style. Our goal is to inspire Jews of all backgrounds to explore the beauty and wisdom of their heritage by using the rich mediums of fashion and visual art to promote conversation and connection, thereby fostering a sense of Jewish pride and relevance in our 21st Century generation.
Baruch, currently based in Brooklyn, seamlessly bridges the gap between art, music and fashion as well as culture, spirituality and philosophy into his designs. A graduate of FIDM in San Francisco and a fashion & graphic designer by trade who has worked for industry leaders such as Bisou Bisou and Z.Cavaricci, his relationship with Judaism sprouted from a seemingly simple question: What does it mean to be Jewish? The question had a profound impact, leading Baruch on an exploration that resulted in a major shift in his perspective. Dveykus is a byproduct of his journey.
The line was first made famous by the Semitic Keffiyeh, a design which illustrates Dveykus’ reaffirmation of a positive and informed Jewish identity. Variations of the keffiyeh have been worn by many peoples in the Middle East for generations, but in recent times this symbol has become a divisive and politicized one. The Semitic Keffiyeh celebrates our shared Middle Eastern heritage while challenging misconceptions that it has always been the exclusive garb of any particular group. Media reaction to the Semitic Keffiyeh was swift: the NY Times, Jerusalem Post, Arutz Sheva and more ran articles that propelled Dveykus to the forefront of discussions regarding Jewish consciousness. The Semitic Keffiyeh has therefore become a barometer for one’s self-perception based on one’s upbringing, education and personal biases about being Jewish. Baruch continues to boldly examine modern Jewish identity with an ever-evolving product line that both taps into our Semitic traditions and reflects current trends.
The Dveykus message expands beyond fashion to promoting positive action as well. We strongly believe in giving tzedakah (charity) and are happy to announce that 10% of every Dveykus purchase will go to a Jewish charity that customers select at check-out. This way, your purchase also becomes a tangible contribution towards Jewish continuity and social action.
The Hebrew word dveykus means “cleaving” or “attaching oneself” to something transcendent, i.e. G-d, in all areas of life. It is our hope that you not only find a piece that speaks to you, but that your experience here at Dveykus is one of a positive and uplifting nature.