About Us

Hi, welcome to Pera

Pera was born in the Jezreel Valley, from the life we know – work, land, agriculture, and people who aren't afraid to get their hands dirty.

The brand was created by people of the Valley, who grew up here, worked here, went through significant service in state security, and returned home with a desire to create something that represents the place and the lifestyle from which we came.

The journey to the first product was long. We went through quite a few samples, fabrics, cuts, and changes until we arrived at products that felt right to us. We weren't just looking for something that looked good – we were looking for clothes that were comfortable to work in, felt good on the body, and could handle a long day, but that you wouldn't want to change as soon as work was over.

This is where the idea of Pera comes from: the connection between workwear and everyday wear. Clothes that can start the morning working on the farm, continue with you to the field, and at the end of the day feel natural even when you go out to the nearest bar.

We believe that good clothing doesn't have to choose between durability, comfort, and style.
It simply has to do the job.

Pera – Jezreel Valley Workwear.