Beitar Jerusalem launches its own fashion brand with Factory 54

Beitar Jerusalem announced on Monday the launch of a new official apparel brand, BJR, created in partnership with Factory 54. The club said the line will expand in the coming years and will offer fans a wide range of match, training, leisure and fashion items designed specifically for the team.

In its statement, Beitar described the move as “a significant strategic step” and said the club is joining a small group of football clubs worldwide that develop and produce an independent clothing brand reflecting their identity, values and “DNA.” The club said BJR will give it full control over design, development and manufacturing, while tailoring the products to the needs of the club and its supporters.

Beitar added that Factory 54, one of Israel’s leading fashion companies, was involved throughout the process, from developing the concept and design language to producing the first collections. The partnership, the club said, aims to set a new standard in Israeli sport and create an independent, high-quality and innovative brand fully identified with Beitar Jerusalem and its fans.

Owner Barak Abramov said the brand was built at a moment when the club felt ready to renew itself. “There are moments when it is time to reinvent, to build something stronger, something that feels right from the first moment,” he said. “That is why we built BJR.” He added that the club wanted a “new home brand” that would be “sharper, more accurate, higher quality, and most importantly, only ours.” Beitar said the launch is part of a broader process of growth, renewal and long-term asset building for the club, on and off the pitch. The article also notes a transfer development, Eugene Ansah has signed with Beitar Jerusalem.