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One exception is the shirt that reads, “Oy oy, my boy is goy.” “Sometimes we joke that Jewish girls prefer goys,” reads the clothing line’s website. The shirt is depicted just above a tie that contains the words, “Got more chutzpah than charm.”
“The word chutzpah used to have a negative connotation, but today it’s completely changed,” explain the designers. Today the Jewish chutzpah is described as self-confidence, straightforwardness and honesty. The designers say, “Chutzpah symbolizes going after your goals, in order to face the toughest challenges. Because of its chutzpah, Israel became the ‘Start-up nation.’”
The brand Risk Oy is an offshoot of the larger “Risk Made in Warsaw brand,” which Samecka also founded. Her clothes are sold over the Internet and in stores throughout the world, including in Germany, Italy, France, the United States and even Saudi Arabia.
Samecka has yet to penetrate the Israeli market, though. “The most important message is that being Jewish has become sexy. We’re rebranding the Jewish identity, and focusing on the good, and positive things we have,” says Samecka.