Sababa Baba

Sababa Baba is Zionist Media Group’s in-house clothing brand — a project born from our desire to blend unapologetic Zionist pride with laid-back, modern style. The name captures the spirit of what we’re building: “Sababa” is a widely-used slang term in Israel that loosely translates to “cool” or “chill.” It’s the kind of word you’ll hear everywhere — from Tel Aviv beaches to Jerusalem shuks — and it reflects the easy confidence and unbothered attitude we want this brand to represent. As for “Baba,” it doesn’t mean anything. It just sounds good, and that’s the point. Not everything needs to be profound. Sometimes it’s just about the vibe.

Sababa Baba was never meant to be subtle or generic. We created the brand to give a voice to a proud, irreverent, and deeply rooted Zionist identity — one that refuses to water itself down to fit into someone else’s mould. Each piece is designed to spark connection and conversation; This is not fast fashion… it’s expressive gear for people who get it.

We’re not interested in chasing trends or pretending to be something we’re not. Sababa Baba exists to serve a community that knows who it is and isn’t afraid to show it. If you know, you know. And if you don’t, that’s fine too — this wasn’t made for you.