I was born in an Eastern peninsula in Russia surrounded by the ocean and an amazing view. When I was 6 we moved to the Ukraine (Kiev) to join my grandparents. At the age of 15, after realizing I needed a drastic change of scenery, I decided to move alone and continue my life in Tel-Aviv, Israel. I went on to study in the “Shenkar – Engineering. Design. Art” college, mastering in textile design, where I graduated with honors. In 2012 I came up with the idea of OMTURA which grew and evolved into what you see before you today.
We’ve had the chance to ask Anton Edelshtein some questions! Anton is the designer behind the brand OMTURA. OMTURA’s designs are individual pieces, artifacts, handmade and no piece is the same. The leather used is so tough the machine can’t pierce it alone so they’re hand-sewn, following straight diagonal cuts, creating edgy and functional objects.
Hi Anton, Tell us about the name “OMTURA”…
OMTURA is a combination of the words OM and RA – meaning shadow and sun in different languages. The sun is the source of all creation and everything made by man is only a temporary shadow, which is the way I view my designs.
What is the main inspiration behind your brand and design?
I always believed that the fashion industry is obsessed with fads and trends. With my own personal creations I try to work outside the seasonal world of design and create pieces that last through the years despite the changing world of fashion outside. I also believe that my pieces should make the person wearing them feel free and comfortable while still injecting them with a dose of individuality and a feeling of uniqueness. An OMTURA bag should always be a statement piece, but the statement should be defined by the person wearing it as well as by the bag itself. I’ve always been fascinated by the Bauhaus’ FFF aesthetic (Form Follows Function) and industrial power-tools and machinery. Some other inspirations include works by Egon Schiele, M.C Escher and Hans Bellmer, Thierry Mugler’s 90’s collections, anime movies such as “Ghost in the Shell” and “Berserk”, minimal synth music and old-school techno.
Do you have a personal motto?
To always be the best I can and never give up.
Does your home-country influence your design?
The mix of cultures in which I grew up – European, Asian and Middle Eastern – influenced my work and opened my mind up to different views.
How would you define your brand? Do you think it reflects your personal style?
I would define OMTURA as an alternative to the mass produced designs people are used to seeing around them. OMTURA is about pushing design aesthetics, always evolving and moving forward. Since OMTURA is a part of me it doesn’t only reflect my style but also my inner world which includes my thoughts, ideas and obsessions.
Where did you learn the craft?
I studied at the “Shenkar – Engineering. Design. Art” college, mastering in textile design where I studied different crafts and took a special interest in leather work.
Are there any artists or designers you are looking at lately?
I can’t say I’ve been looking at specific designers but I always like seeing the work of young artists around me and enjoying their lack of fear to do something unique and drastic – always pushing boundaries.
Was it tough to get into the business? What was the hardest part? And the easiest?
Art and business is always a difficult mix. Finding the balance between the two was the hardest part – making your artistic vision come to life while thinking about its retail value is not an easy task for a designer. The easiest part for me is coming up with new designs and always evolving OMTURA’s aesthetic.
Where do you see your brand going in the future?
I see OMTURA growing and evolving its range of objects into new volumes and walking the thin line between high-art seen only in museums and stripped-down minimalistic creations that work for different audiences.
What is that you most enjoy about your job?
I enjoy seeing my customer’s satisfaction when wearing their OMTURA creations and watching how they choose to wear it with their own personal style.
Where can we buy your creations?