The 1960s also saw the rise of the Israeli fashion industry. Following the end of the period of austerity imposed in Israel during the previous decade, the local lifestyle became more hedonistic, and the work clothes and uniforms produced by the company ATA gave way to modern western styles. Boutiques and department stores opened in Tel Aviv and other large Israeli cities, displaying and selling fashion accessories for women, men and children. Cahana’s connection to the world of fashion was natural, and he became responsible for the graphic design of numerous fashion companies, including Lodzia, ATA, Zemer Hahasida, Lahav, Rotex, and Kitan.