About Us

Nelly Rubinstein’s journey into fashion didn’t begin in a traditional studio—it started underground. Experimenting with unique festival clothing in her parents’ basement in 2018, she began creating one-of-a-kind pieces for the party scene, driven by instinct, music, and a desire to stand out. What began as raw, expressive designs quickly gained traction, and as artists and celebrities started wearing her pieces, her work grew into something far bigger than she had imagined.

Recognizing the momentum, Nelly took the leap—moving out from the  basement and into a New York style loft  in Tel Aviv that became both her home and creative headquarters, and a place where her customers felt more like  community  .As demand continued to build, she opened a storefront in Tel Aviv, establishing a strong foundation and a loyal community around her brand, Alpha Art.

Her design perspective is shaped by her formal studies in fashion design in Milan, combined with a defining moment: attending Burning Man in 2016. Immersed in its radical self-expression and creative freedom, she found a lasting source of inspiration that continues to influence every collection.

Today the brand offers a wide variety of unique art clothing for men and women .

Alpha Art is known for its rich textures, original prints, and a distinct balance between earthy, natural tones and bold, expressive festival drops. Each print is created in-house and tells its own story, reflecting a fusion of underground culture, global influence, and intentional craftsmanship.

Now stocked in Tulum, Costa Rica, Miami, Los Angeles, and Israel, the brand is entering a new phase—focused on global expansion and wholesale partnerships, while staying rooted in the authenticity and creative freedom that built it from the ground up.