Connect with us

Hi, what are you looking for?

Jewish Business News

Life & Style

Protected by Patent: One shirt, 24 different styles

Morf raised 524 percent of its goal on Kickstarter, attracting $131, 089 from 1, 788 backers; The fashion world has gone crazy over a Tel Aviv designer’s patented garments that let you flip color and fit to create 24 new styles

Morf creator Tamara Salem,   right,   with model Alexa Doll wearing the versatile shirts.  Photo via


If you thought a reversible jacket was versatile, just imagine a shirt that can be worn up to 24 different ways.

It’s called Morf, and it is the creation of Tel Aviv fashion designer Tamara Salem.

Please help us out :
Will you offer us a hand? Every gift, regardless of size, fuels our future.
Your critical contribution enables us to maintain our independence from shareholders or wealthy owners, allowing us to keep up reporting without bias. It means we can continue to make Jewish Business News available to everyone.
You can support us for as little as $1 via PayPal at
Thank you.

Protected by a US patent, Morf shirts (three color collections for women, one for men) and a Morf dress feature a double-layer construction that allows for dramatic changes of color, pattern and cut from a single garment without any Velcro, buttons, zippers or ties. Just flip it around and/or roll up the sleeves, and voila! You’ve got a different look.

Launched on the Kickstarter crowdfunding platform in April last year, Morf raised 524 percent of its goal, attracting $131, 089 from 1, 788 backers. The garments are currently sold on the Morf website and on Amazon, but judging by the worldwide buzz they’ve created among fashion bloggers, it probably won’t be long before you can find them in stores.

Salem tells ISRAEL21c that a children’s line and a travel line are planned next, though many customers already find Morf ideal for packing since the clothing is made of non-wrinkle, lightweight cotton with a touch of Elastane. And, of course, one shirt can take the place of many in your suitcase.

morf-tamara Morf creator Tamara Salem,   right,   with model Alexa Doll wearing the versatile shirts. Photo by Ido Izsak

Fashion design was a second career for Salem, who followed up her military service at the IDF radio station by becoming a TV content editor and director.

“Fashion was always a hobby of mine, ” says the mother of two young boys. “I bought a sewing machine about seven years ago and started experimenting at home, and one of those experiments was a gift for my best friend’s birthday. It was a white and black shirt that could be worn backwards and forwards.

“At first, I was not aware of all the possibilities the construction suggested. Once I figured out that it had many, many more possibilities, I decided to develop the concept of multi-reversible shirts.”

This was the concept that morphed into Morf. It took five years to win the patent, during which time Salem left her TV job, earned a degree in fashion design and took on a business partner, Barak Kirschner. She opened a studio in Tel Aviv, where she makes eveningwear under an eponymous label.

morf-Red Morf creator Tamara Salem,    Photo via

Salem says she was surprised to see where the early orders from Kickstarter were coming from. Though the majority of customers are in the United States, she filled orders from people on five continents. Because she needed to mass-produce the shirts and dresses, she took production offshore to a clothing factory in Turkey.

“There are other multifunctional items of clothing, but most of them don’t offer this variety and require either strips or buttons or zippers, while with Morf there is nothing special you have to do to change the look, ” says Salem.




You May Also Like

World News

In the 15th Nov 2015 edition of Israel’s good news, the highlights include:   ·         A new Israeli treatment brings hope to relapsed leukemia...


The Movie The Professional is what made Natalie Portman a Lolita.


After two decades without a rating system in Israel, at the end of 2012 an international tender for hotel rating was published.  Invited to place bids...

VC, Investments

You may not become a millionaire, but there is a lot to learn from George Soros.