Adika Fashion Site Reopens, Sparks Debate Over Shabbat Closure

The online fashion retailer Adika has relaunched under new ownership by Golf and Yevgeny Adam, featuring a new collection spearheaded by singer Odia. The website, which ceased operations in 2024, resumed activity last Thursday. Almost immediately, a significant online discussion erupted regarding the decision to close the site on Shabbat and reopen only after sunset on Saturday.

The brand's return is under the ownership of Golf and Yevgeny Adam, father of singer Omer Adam, with Odia leading the new collection. The closure during Shabbat aligns with Odia's observance of the Sabbath. This decision quickly became a focal point for customer reactions, with some praising the commitment to religious observance while others criticized the move.

Alongside the Shabbat closure debate, customers also raised concerns about the pricing and style of the new collection. One user commented, "More expensive than Zara." Another expressed disappointment, stating, "This isn't the Adika I know, first the prices and now Shabbat." Further criticism questioned the compatibility of selling items like tank tops and crop tops while observing Shabbat, with one customer humorously noting, "But they sell tank tops and crop tops, what did we achieve? I ate shrimp, but recited the grace after meals."

Conversely, the decision garnered positive responses from users who commended Odia for upholding her beliefs within a commercial context. One commenter wrote, "A woman of principles, well done for observing Shabbat. It's nice to see a singer who doesn't compromise her beliefs even in the business world." Another supporter stated, "No business on Shabbat, no blessing in money on Shabbat, well done for honoring and sanctifying God's name."

Thus, just days after its relaunch, the revitalized Adika website is at the center of a conversation encompassing both the nature of the new brand and its decision to suspend operations during Shabbat.