Jossi is the kind of guy who will wear a greenish tweed trouser by Dries van Noten from 2008 and a purple sweater by Acne from 2011 over a yellow, yes, yellow shirt by Prada from 2001 and a jacket by Helmut Lang, this kind of felt that Helmut Lang used to do back in the 1990s, in a sort of olive colour, I guess. Not that fashion is important for Jossi. Indeed, it’s hard to tell what is important for Jossi and what is not. Even for him, I guess. There is just too much going on, in the world, in his head, in his life. I have heard that he is a business man in Tel Aviv, but I have yet to see any proof of that. I have personally seen videos that show him singing as Joe Fleisch doing his very funky version of old Jiddish songs, sometimes rubbing against one chicken or another. I have heard that he writes. I do hope so, indeed, just to take the pressure off that head. And I have seen what Jossi does with his website: activism. Maybe that is what Jossi is, in all his manyfold ways, above all; Jossi is an activist. Always on the move, always some fight to pick, always some plane to catch. He knows people. A filmmaker here with this amazing project about the Holocaust, a musician there with this great tune out – right, almost forgot, Jossi of course also runs a record company. It is all too much! Maybe this also explains his way of dressing: There is more than one Jossi Reich, and the one you see in front of you is made out of sheer energy. Like a very strong wind blowing in the desert.
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