Zara is facing protests and calls for boycotts from some Israelis after Joey Schwebel, chairman of Trimera Brands, Zara's Israel franchisee, hosted Itamar Ben-Gvir, a leader of the Israeli far-right Otzma Yehudit party. Some citizens took to Twitter to post videos of themselves burning Zara apparel. Ben-Gvir said Schwebel faced "a boycott based on his political background".