Life as a Startup - Nir Tal and the Rebirth of "Maskit", Israel's Legendary Fashion Brand

Life as a Startup - Nir Tal and the Rebirth of "Maskit", Israel's Legendary Fashion Brand

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Being Part of Something Bigger - The Story of Maskit

Maskit was founded in the 1950s as an Israeli fashion house that redefined local creativity and became an international success story. When Nir and Sharon Tal brought it back to life, they didn’t just rebuild a fashion brand - they revived an entire idea: creation that carries meaning, identity, and a sense of belonging. Nir says that everyone who joins Maskit brings with them a certain Zionist spirit - not only in the national sense, but in the desire to be part of something significant and truly valuable. For him, Maskit isn’t just a business; it’s a  place where values, aesthetics, and deep conversations about what it means to be an Israeli creator in a global world all come together. It’s about belonging, creating meaning, and building something that lasts.

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Staying True in a World of Fake

In an age where everything is wrapped in external glamour and polished marketing stories, what drew Nir to Maskit was its authenticity. He speaks about the importance of preserving that truth, which he says lives in the people, the materials, and the way things are done. It’s part of Maskit’s DNA - and his own.

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Life as a Startup

On the surface, Maskit isn’t a startup, but Nir approaches it as if it were one - with systems thinking, measurable goals (KPIs), and a culture of experimentation. He talks about the importance of learning not only from successes but also from failures, and how that awareness helps him stay balanced between passion and planning, between creativity and management.
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For him, it’s all about mindset - a way of looking at both the company and life. That mindset helps him and the brand keep growing, changing, and staying relevant in a competitive and dynamic world. In his eyes, there’s no other way to live.

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A Double Partnership - Love and Entrepreneurship

One of the most meaningful topics that came up was the partnership between Nir and his wife Sharon, who decided to rebuild the company together. It’s an unusual choice that brings both strengths and challenges. Nir speaks openly about the complexity of having no clear line between home and work, the ongoing process of defining boundaries, and the need to give each other space even when everything overlaps.

Death as a Source of Life

In one of the most personal moments of the conversation, Nir shares the story of his mother’s death - an experience that, he says, became a turning point in his life. He describes how facing death made him reexamine the meaning of life, his priorities, and what truly matters. For him, loss became a source of movement and choice - a reminder to live fully, be present, and find meaning in what he does every day.

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Living at High Volume - and Finding Balance

Nir describes the intense pace at which he lives and creates - the constant transitions between inspiration and overload, between energy and stillness. He admits honestly that the entrepreneurial life isn’t for everyone. At the same time, he’s constantly learning when to turn the volume up and when to lower it - how to stay present without burning out. He sees this as a form of resilience - the ability to act with passion but also to let go when needed.

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Joyfulness and a New Beginning Every Day

At the end of our talk, we spoke about the importance of having fun - or joyfulness, as we agreed to call it. About choosing to make the journey pleasant, finding simplicity through meaning, and realizing that we only get one chance in this life - so we might as well make it a truly good one. Although Nir has been leading Maskit for over a decade, he still sees this point as just the beginning of the journey - one that will be full of challenges, renewal, and above all, fun.

The conversation with Nir is an invitation to see entrepreneurship as a way of life, and life itself in a new light - one that connects depth with simplicity, values with enjoyment, and responsibility with freedom.