What do you get when one of New York’s most iconic Jewish food institutions partners with one of the world’s most recognizable luxury retailers? A capsule collection that pairs whitefish salad with West Coast chic and somehow, it works.
Zabar’s, the legendary Jewish grocery and appetizing store that has graced Manhattan’s Upper West Side since 1934, has officially teamed up with Nordstrom for a collaboration that feels as surprising as it does inevitable. Yes, your favorite babka-slinging landmark is now sharing shelf space with Balenciaga. And yes, we’re very into it.
The Zabar’s x Nordstrom capsule features limited-edition branded apparel and housewares. Think hoodies, caps, mugs, tote bags plus something that’s never made it beyond Broadway and 80th: Zabar’s own smoked salmon gift boxes, now available to ship nationwide via Nordstrom’s website.
It’s a cultural crossover of the highest order. Lox meets luxury. Tzimmes meets trend. And for once, Jews aren’t just the influence behind the scenes, we’re on the label.
A Delicious Heritage
If you grew up Jewish in New York or even passed through during a holiday season, Zabar’s was part of the atmosphere. It wasn’t just a store, it was a mood. A bustling symphony of linoleum tiles, cured fish, rugelach, and cranky cashiers who secretly loved you.
Now, thanks to Nordstrom, that energy is getting bottled up and reimagined as lifestyle merch. The orange-and-black Zabar’s logo on a gray hoodie is suddenly fashion. And the branded tote bag that was once free with your Sunday bagel run is now a limited-edition statement piece.
“We’ve never done a national retail partnership like this before,” said Willie Zabar, who helped lead the collaboration. The 30-something comedian and brand ambassador (and yes, grandson of co-owner Saul Zabar) has been instrumental in modernizing the family legacy, all without losing its heimish charm. “We wanted to reach a new generation, to celebrate what makes Zabar’s so iconic while also having a little fun with it.”
Willie, it seems, has a gift for turning Jewish heritage into something irresistibly current. He’s previously created cheeky Zabar’s ads, TikToks, and events that celebrate Jewish New York with a wink. This partnership with Nordstrom is simply the next step in bringing the bagel belt into the cultural mainstream. And this time, it’s through fashion.
Why Now?
It’s not lost on us that this moment arrives at a time when Jewish identity is under pressure, from rising antisemitism, political confusion, and social media silence. What might seem like a simple merch launch is also a powerful message: that Jewish culture isn’t just enduring. It’s stylish, soulful, and worth celebrating.
In recent years, Jewish visibility in fashion and pop culture has been rising, from Ganni’s Hebrew-script pieces to the tongue-in-cheek Judaica of brands like Susan Alexandra and Macher. The Zabar’s drop feels like a continuation of that trend, but more rooted. This isn’t about trend-chasing. This is about heritage with staying power.
As Nordstrom’s EVP of merchandising Teri Bariquit noted, “We love celebrating brands that represent community, culture, and quality. Zabar’s represents all three – and more.”
Let’s not ignore the timing, either. Launching just before Passover, the drop taps into a nostalgic energy that many Jews associate with spring holidays, family tables, and city rituals. And in a world where Jewish pride can still feel quietly radical, walking through SoHo or Silver Lake in a Zabar’s hoodie suddenly feels like an act of joyful resistance.
From the Deli Counter to the Department Store
For Nordstrom, known for its mix of designer offerings and beloved cult brands, the collaboration offers something truly unique: authenticity. Zabar’s is not a trendy start-up trying to go viral. It’s a nearly century-old, family-run business with a legacy of feeding generations both literally and emotionally.
For Zabar’s, the exposure means reaching a broader audience without compromising who they are. It’s a shidduch made in retail heaven. Or at the very least, at the intersection of smoked fish and savvy marketing.
What’s in the Drop?
Let’s talk product. The collection includes:
- Zabar’s logo hoodies in a soft heather gray, the kind of thing that pairs perfectly with black jeans and a side of chopped liver
- Classic cotton tote bags, elevated for brunches and bookshops alike
- Logo caps and mugs, perfect for those who want to sip their cold brew with a splash of cultural pride
- Smoked salmon gift boxes, packed with the real-deal hand-sliced stuff, available online through Nordstrom.com
Prices range from $20 to around $150, depending on the item, and yes, it’s already flying off shelves in select Nordstrom stores.
The Real Takeaway
There’s something profoundly sweet – and maybe even healing – about seeing Zabar’s merch sold next to Comme des Garçons. In a time when Jewish stories are often flattened or politicized, this partnership reminds us of something simple and delicious: that Jewish culture is vibrant, resilient, and absolutely worth celebrating in public.
This is not just about smoked salmon. It’s about legacy. It’s about joy. And it’s about walking into Nordstrom, spotting a Zabar’s hoodie, and knowing you have to have it.