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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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In Miami, rekindling the Black-Jewish alliance that Clarence Jones insisted never died
The day before the March on Washington in 1963, a man who embodied much of what that civil rights action was all about left this world. The march went on, and changed history, in dedication to the life and work of W. E. B. Du Bois. During it, the NAACP’s Roy Wilkins told the crowd, of Du Bois, that “his was the voice that was calling to you to gather here today in this cause.”
A similar scenario is unfolding in Miami today with the start of a major convening of groups committed to the Black-Jewish alliance. It comes in the shadow of the death of Clarence B. Jones, a lawyer and speechwriter for Martin Luther King, Jr., who embodied that alliance and its cause for much of his life. He died last Friday at 95.
Chairman emeritus of the Black-Jewish alliance group Spill the Honey, and long cemented in history as the legal mind behind King’s protest strategies who also contributed passages to the “I Have a Dream” speech, Jones would vociferously argue that despite endless fissures, the alliance never ended.
That is a position I too have long maintained, particularly because a major part of the alliance is acknowledging the existence and power of Black Jews. As I and so many others tirelessly repeat, the two groups are not mutually exclusive. It’s a misnomer to say “Blacks” and “Jews” when each group overlaps with the other.
And if the alliance did die sometime during the last 30 or 40 years, did my existence and that of every other Black Jew not get the memo?
Our reality hasn’t stopped others from restarting the alliance with all the patentability of reinventing the wheel. I’ve lost count over the years of how many times a new Blacks-and-Jews group — again, usually ignoring Black Jews — would form as if it alone had the answer to whatever discord was then going on, from disputes over affirmative action after the Supreme Court’s 1978 Bakke decision to the latest over Israel’s horrific actions in Gaza and Lebanon.
That led me and Bruce Haynes, author of The Soul of Judaism and an African American professor who recently discovered his Jewish ancestry, to wonder last February if it was time to form an umbrella organization for all the organizations so dedicated.
While we discussed it, others were mobilizing.
An influential — and funded — group was already working on exactly that, calling for the National Convening of the Black-Jewish Alliance in Miami this week. Organizers include the Redstone Family Foundation and the EXODUS Leadership Forum, founded by CNN commentator Van Jones.
At 95, Clarence Jones would not have made the trip. But Spill The Honey, the organization he recently chaired and for which Haynes and I both serve as board members, is also among coalition partners.
Nearly 100 Black, Jewish, and Black Jewish leaders (this time, we’re being heard) will gather in what will be a show of unity merely in all of us being together, even if we don’t agree on everything. No coalition does, and those that do succeed (think of the not-always-comfortable bedfellows of the civil rights and labor groups that pulled off the March On Washington) do so despite their differences. What’s important is that we’ll be in the room together.
Will it work? Who knows. The alliance has always been rocky, even if it has also always survived.
And don’t count Clarence Jones out yet. His spirit will definitely be with us, which he foreshadowed in a conversation we had in the Forward three years ago.
“When I die, I’m coming back Jewish,” he said.
“But still Black?” I asked.
“Absolutely!”
The post In Miami, rekindling the Black-Jewish alliance that Clarence Jones insisted never died appeared first on The Forward.
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Floyd Mayweather showered cash on Jewish causes — and now he’s suing their ‘Robin Hood’ alleging $175 million got diverted
They made for an odd photo: The diminutive boxing legend with a platinum grin and diamond chain, and the Orthodox macher who sported a black velvet yarmulke.
But when Floyd Mayweather, Jr., appeared in public in recent years — at LA Lakers games, promotional appearances and repeated trips to Israel — he was rarely without his jeweler, friend and business adviser, Jona Rechnitz.
For a few Jewish groups, the partnership was a gold mine.
With Rechnitz in his inner circle, Mayweather donated more than $1 million to Israeli and Jewish institutions that included United Hatzalah, Magen David Adom and Aish. And when Rechnitz and Mayweather traveled to Israel after Oct. 7, they were welcomed as heroes.
Now the relationship has come to a screeching halt with a lawsuit Mayweather filed last week in a Manhattan court, alleging Rechnitz defrauded him of $175 million in jewelry consignment funds, diverted settlement proceeds and unauthorized loans against his properties.
That their relationship collapsed in a big-money dispute did not shock anyone familiar with their histories. Mayweather had a long record of domestic violence incidents, with three separate convictions over the course of a decade, and more recently had allegedly skipped out on money owed. Rechnitz pleaded guilty in 2016 in a high-profile bribery case in New York City, getting a reduced sentence in exchange for cooperation with prosecutors. (Mayweather claims in his suit that Rechnitz, serving as his financial manager, did not initially disclose his criminal past.)
The two had also been linked to an alleged cryptocurrency pump-and-dump scheme in a case that was dismissed in 2022, and both are named as defendants in separate lawsuits related to an alleged ticket selling scam. (Rechnitz has denied the claims.)
Yet while the going was good, Jewish organizations and causes lined up to take part in their largesse. Now most have gone silent. But those willing to speak out say they have no regrets about the relationship.
“I don’t give a s— if he’s a Robin Hood and he’s stealing from the rich to help the poor — good, let him keep doing it.”
Adina SashOrthodox women’s activist, on Jona Rechnitz
Adina Sash, an Orthodox women’s activist, shared on Instagram a screenshot of an April 2025 message from Mayweather, asking her to contact Rechnitz so they could help her cause. Sash advocates for agunahs, women whose husbands refuse to grant a Jewish divorce, often generating headlines for stunt-driven pressure campaigns against the men.
Sash called Rechnitz a “massive” behind-the-scenes supporter of agunahs, estimating he had donated $250,000 to cover the women’s legal fees.
“I don’t give a s— if he’s a Robin Hood and he’s stealing from the rich to help the poor,” Sash said in an interview. “Good, let him keep doing it.”
Rechnitz, who denied Mayweather’s claims through an attorney, said he was unavailable for a phone interview Wednesday. But in a text message, he said he had brought Mayweather to organizations “involved in holy work.”
“Nobody stood by our side and I asked him to do so for me,” Rechnitz added, “and I also arranged for any out of pocket costs incurred for his trips to Israel such as airfare and hotels.”
Lavish gifts
In the first few days after Oct. 7, Mayweather quickly emerged as a rare ally for the Jewish state. He made public statements defending Israel on social media to his more than 25 million Instagram followers. He sent his private jet, loaded with emergency supplies, to the country less than a week after the attack. And he visited the country at least four times over the next two years, each time accompanied by Rechnitz.
Rechnitz, a real estate scion, had begun working his way into Mayweather’s inner circle after moving to his hometown of Los Angeles in 2017. Rechnitz was coming off a stint in New York that concluded with his sentencing to five months in jail for a bribery scheme involving the city’s then-deputy mayor for public safety and the leader of the New York City correction officers’ union. (The sentence was overturned on appeal in 2023.)
Mayweather was a controversial figure in his own right. In addition to his domestic violence record, he has been ordered by a judge to pay child support, and he is currently being sued based on allegations that he failed to pay rent and the bill for his private jet.
Rechnitz said he was forewarned. “Many people told me not to deal with him and criticized Jewish organizations for honoring him,” Rechnitz said in a text message to the Forward. “People make mistakes and I do not think that anyone can pass judgment without being in the same situation. Like many people, Floyd has his faults.”
The relationship between the two seemed to serve them both: Mayweather was flattered by Jewish leaders willing to look past their bad qualities, and bringing the boxer around helped rehabilitate Rechnitz in the Jewish world. Mayweather’s lawsuit described Rechnitz as his “de-facto” investment manager, real estate advisor, and banking liaison; it did not say how much Rechnitz was paid for those services but said it was a “constructive fiduciary relationship.”
They also made money together, according to one filing against them related to the cryptocurrency EthereumMax. Mayweather promoted the token at a boxing match and a Miami bitcoin conference in 2021. A class action lawsuit against the company alleged that Rechnitz had made hundreds of thousands of dollars selling his tokens after a raft of promotions from celebrities like Mayweather inflated their value. The filing claimed Mayweather was paid $2.5 million to be a “marquee promoter” of the coin. A judge later dismissed the case.
Despite the checkered past of both the boxer and his confidant, Jewish groups received them enthusiastically. United Hatzalah festooned its headquarters with Mayweather banners upon his first post-Oct. 7 visit to Jerusalem, with its president, Eli Beer, donning a Mayweather-branded cap during the visit. Magen David Adom’s American fundraising affiliate presented the boxer with a rhinestone-studded emergency vest.
Aish, an international Orthodox outreach group, bestowed Mayweather with a “Champion For Israel” award, with Mayweather and Aish CEO Rabbi Steven Burg posing for a photograph overlooking the Western Wall.
Mayweather also spoke to students and faculty at Rae Kushner Yeshiva High School, an Orthodox institution in New Jersey, last year, accompanied by Beer and Rechnitz and introduced by head of school Rabbi Eliezer Rubin, who said he was “exhilarated” to have Mayweather there.
Jewish groups characterized Mayweather’s support for the Jewish people as authentic and purely motivated. But it was also clear that it was driven by Rechnitz’s ties to the community. At a 2025 gathering of the Republican Jewish Coalition, Jona’s father, Bobby — himself an eminence grise of the pro-Israel lobby — proudly told those gathered at the event that his son was the boxer’s entree into Israel and Jewish affairs. When Mayweather took the mic, he said he saw Bobby as a “father-like figure” and Jona as a brother.
Responding to questions about the lawsuit, United Hatzalah spokesperson Simmy Allen said in a statement Wednesday that the organization would not comment on legal matters between private parties.
“Mr. Mayweather visited United Hatzalah’s headquarters in Jerusalem twice and saw firsthand how United Hatzalah is on the frontlines of emergency medical services in Israel and we are grateful for his support,” Allen wrote. He did not mention Rechnitz.
In an email, Rubin, Kushner’s head of school, said he did not regret welcoming Floyd and that Rechnitz did not facilitate the visit.
“When even influential Jews are remain silent about the malicious and vile attacks against the Jewish people, we need to commend and support people outside of our faith who are standing with us,” Rubin wrote.
He added that the school had no relationship with Rechnitz.
Representatives from Aish and the Republican Jewish Coalition did not respond to questions.
The new allegations
Mayweather’s lawsuit alleges that Rechnitz exploited the boxer’s trust — and his property — to enrich himself.
The bulk of the $175 million claim relates to jewelry belonging to Mayweather that Rechnitz allegedly pawned to a Miami jeweler for $13 million. Mayweather says its real value was closer to $100 million, and that Rechnitz did not have permission to borrow against the assets.
Mayweather also claimed that Rechnitz drew loans totaling tens of millions of dollars on various properties owned by Mayweather entities without his consent, and diverted at least $15 million in funds intended for Mayweather into accounts controlled by co-defendants.
Morris Missry, an attorney for Rechnitz and co-defendants Ayal Frist and Alexander Seligson, said Wednesday in a statement that Mayweather’s claims were “utterly baseless.”
“Mr. Mayweather’s gambling issues, prolific spending habits, monies owed to third party creditors and IRS tax liens and levys, as well as other unseemly behavior will be exposed and we believe that Mr. Mayweather will be the one paying significant damages to our clients,” Missry wrote.
Mayweather’s lawsuit is not the first lodged against Rechnitz since his 2016 plea agreement. In 2023 a judge granted $17.7 million plus interest to a jeweler who said Rechnitz’s checks to him had bounced. Separate lawsuits filed by a former neighbor of Rechnitz’s, Joe Englanoff, alleged that Rechnitz convinced Englanoff to invest $1.4 million in tickets to a Mayweather fight, which Rechnitz promised he could resell at several times the value.
Englanoff, who was renting Rechnitz the house next door, moved to evict him and separately sued Mayweather and Rechnitz for $15 million, citing breach of contract. Rechnitz countersued, saying the property was in worse condition than what Englanoff advertised. Rechnitz said in a text that Englanoff “is a serial litigant whose greed has blinded his ways.” Litigation is ongoing.
Englanoff did not respond to an inquiry.
Some on social media called Mayweather’s Instagram post attacking Rechnitz into question for antisemitism, noting that Mayweather had compared him to vermin and chosen a picture of Rechnitz wearing a yarmulke.
One who appeared to side with Mayweather was Rae Kushner Yeshiva High School teacher Rabbi David Schlusselberg, who said on X that Mayweather had spoken admirably to his students when he visited last year.
“When a Jewish person in his inner circle backstabs him and is being sued for $175 million, it isn’t antisemitic for Floyd Mayweather to post about this,” Schlusselberg wrote on X. “I feel terrible for Floyd Mayweather who has only showed love and support for the Jewish people.”
But Schlusselberg later deleted the post. Though he did not want to say why, he told the Forward he did so after speaking to Rechnitz on the phone.
Sash, the agunah activist, said any sentiment supporting Mayweather for pro-Israel advocacy was naive.
“The only reason he ever stood with Israel is because that’s how Jona puppeteered him,” Sash said. “Floyd is a puppet. Jona was the puppet master.
“He told me explicitly that his goal was to position Floyd as a representation of someone who supports Israel,” she added. “He knew that it would be monetarily beneficial for Mayweather’s portfolio to align himself that way.”
Rechnitz said he told Sash he was behind Mayweather’s charitable giving to Jewish groups and that his goal was to position Floyd as a supporter of Israel, but denied mentioning any underlying financial motive.
And he added that he was surprised Sash disclosed his involvement in her cause, which he said was supposed to remain confidential. He said he helped agunahs independent of Mayweather, with the assistance of family and friends.
Despite Rechnitz’s overt machinations with regard to his friend and client, Sash saw Rechnitz’s support for agunot as genuine. In one instance, she said, he had offered an agunah’s husband $500,000 to grant a Jewish divorce. (The man did not accept, Sash said.)
What financial benefits Rechnitz believed would accrue to Mayweather from his pro-Israel support was unclear, but Sash — who said she never took money from Rechnitz or Mayweather — speculated it had to do with real estate, a shared area of interest for the two men.
As to the possibility that Rechnitz paid for his support with someone else’s money, Sash said it didn’t matter.
“Even if it were to be proven that that exact money was taken from someone else, good, because the system is so rigged against agunahs,” she said. “If there is someone else willing to do illegal activity to help agunahs, amazing — we need every ounce of help we can get.”
The post Floyd Mayweather showered cash on Jewish causes — and now he’s suing their ‘Robin Hood’ alleging $175 million got diverted appeared first on The Forward.
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Inspired by a queer Bundist poet, this Jewish composer set her work to Yiddish music
Composer Avi Fox-Rosen, like many Jews looking for meaningful community outside of religion, found a spiritual home in music.
“I think I was looking for, in some ways, a mentor or somebody in a generation ahead of me who can provide another model for how to be Jewish and work towards peace and intersectional justice,” Avi Fox-Rosen said.
He found queer Bundist poet Irena Klepfisz.
Klepfisz is the daughter of Rose and Michał Klepfisz, organizers of the 1943 Warsaw Ghetto Uprising. Michał was killed on the second day of the revolt.
Fox-Rosen recently set to music a poem by Klepfisz, “Di rayze aheym/The journey home.” The Yiddish-English bilingual poem is one of her best known works and has been central to many people who have sought queer, secular and leftist framings for their engagement with Jewish identity. Fox-Rosen is releasing a new original album of the same title on May 30.
“Di rayze aheym” is based on a trip Klepfisz took with her mother to Poland in 1983 around the 40th anniversary of the Warsaw Ghetto Uprising. It was the first time either of them had been back since World War II.
In an interview with the author, Klepfisz compared today’s clean, well-kept condition of the Jewish cemetery in Warsaw with its appearance during her visit in the ‘80s, when it was overgrown and weathered by time. “It was practically wild,” she said.
“Where ‘Di rayze aheym’ sprang from was that cemetery — there are allusions in the poem to it,” said Klepfisz. The poem contains a total of nine sections, including “Vider a mol/Once again” and “A beys-oylem/A cemetery,” with many of them containing direct translations between English and Yiddish side by side.
Fox-Rosen remembers being drawn to Klepfisz’s work in the time following Oct. 7, as many Jews were finding themselves renegotiating their relationship to Jewish identity. “She has this incredible body of work that explores identity and displacement and diaspora. Also queerness, of course, and this exists alongside her work in prose and activism,” Fox-Rosen said.
Fox-Rosen, the son of Reform Rabbi Karen Fox, comes from Los Angeles. He was not raised with a particularly strong relationship to Yiddish culture. Describing his Jewish schooling, he said that “there was no significant Yiddish content, but a lot of Hebrew content.” He immersed himself in music, Jewish and otherwise, and eventually came to Yiddish music and culture in a roundabout way.
“My first big plan was to be a jazz guitar player, move to New York City and get famous that way. So I moved to New York City and as I worked in the jazz scene, I got to know a lot of Jewish musicians doing meaningful work with Yiddish content,” said Fox-Rosen. Frank London of the Klezmatics, as well as Greg Wall who is often referred to as the “Jazz Rabbi,” are among the musicians Fox-Rosen cites as influential in getting more involved in Yiddish culture.
He was initially drawn more to the secular Yiddish community than the actual Yiddish language or music traditions, he said. “I loved that there was this committed group of secular Jews making really interesting music, that’s what drew me in.”
He went on to become a member of the Yiddish-language rock band Yiddish Princess, alongside Sarah Gordon, Michael Winograd and Yoshie Fruchter.
“I’d been looking for a non-religious way to express Jewishness and find my people, and Irena has largely been one of the people to shape this community,” said Fox-Rosen.
Klepfisz has often referred to herself as a “practicing secular Jew.” She notes the intensely secular values of the Bund in interwar Poland. “The Bundists in interwar Poland didn’t deny their Jewishness; in fact, they emphasized it. But they were also militant secularists. For example, they would insist on meetings on Shabes.”
Not wanting to show up empty-handed when offering Klepfisz to set her poem to music, Fox-Rosen produced a demo of some verses of “Di rayze aheym” set to music.
“I was very flattered,” Klepfisz said. “I thought it was actually a very good choice, because it’s a very minimalist poem, so you don’t have a lot of words to fit. There are a lot of big blank spaces for the music.”
What resulted is an album of art-pop meets klezmer and Yiddish. Fox-Rosen noted influences for him from art-pop musicians Rufus Wainwright as well as Anohni and the Johnsons. Essential for Fox-Rosen in evoking a Yiddish sound are the instrumental contributions of two familiar faces in Yiddish music: klezmer fiddler Alicia Svigals and improvisational pianist Marilyn Lerner. “At times I wanted it to feel like a real fiddle kapelye, which it often does because of Alicia,” said Fox-Rosen. Kapelye is Yiddish for a klezmer band.
“You know, we used to say that Yiddish was ‘on life support,’ but I don’t think that’s true anymore,” Klepfisz said. “There was the revival that popped up in the ‘80s with klezmer music and now I think there’s a much greater appreciation for Yiddish culture.”
“Di rayze aheym/The journey home” is now available for pre-order through Borscht Beat on Bandcamp and will be released on May 30 alongside a concert at Jalopy Theatre in Brooklyn.
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