In the summer of 1964, Haaretz published a short but sensational news report. Thousands had flocked to the "Super Kol" store in Tel Aviv (Israel's first department store), which, "with the help of one of the salesgirls, showcased three swimsuits without a top." Moreover, "Several women purchased the new suit." A police spokesperson chilled the excitement, hastening to state that "the police will not permit the wearing of chest-exposing garments in public and will arrest any woman who tries to appear in them."

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