Teva Naot, the renowned Israeli footwear brand, is so much more than just shoes. It's a symbol of comfort, quality, and proud Israeli heritage that has transcended the country’s borders, captivating consumers worldwide. Today, Naot produces up to one million pairs of shoes annually, 60% of which are exported to countries such as the US, Canada, Australia, Germany, Japan, and the UK.
Naot’s flagship store in New York’s SoHo, as well as collaborations with retail giants like Zappos, Nordstrom, and The Walking Company, attest to the brand's international success. Just recently, Naot expanded its footprint in the Japanese market with the opening of its fourth branch in the country, and second in Tokyo, while its global vision continues to unfold.
How it all began: A kibbutz love story and a leap of faith
It all started in the late 1970s at an evening dance at Kibbutz Gezer. Susan, who came from her Kibbutz Givat Haim Ihud for a year of service before the army, met Steve Lax, one of the founders of Kibbutz Gezer. From that encounter blossomed a long-standing partnership both personal and professional. The couple have three children and five grandchildren, and their business is deeply rooted in Israeli soil but looking much farther afield.
Today, they stand behind one of Israel's most identifiable footwear brands. They acquired Naot in 2013 when it was on the verge of closure. "If you don't buy it, they're closing the factory tomorrow," they were told in a late-night phone call. The couple understood they had to act. “It wasn’t about business. It was about purpose. Naot stood for something bigger. For comfort, compassion, and connection. We couldn’t turn our backs on that,” they said.
Made in Israel: A commitment that withstood war
The decision to continue manufacturing in Israel wasn't an easy or economical one, especially in an industry dominated by low-cost production in the East. But for the Lax couple, "the heart and soul of Naot are where it was born – in the Upper Galilee." They add, "We believe that development and management should remain close to the creative base. The decision to keep production in Israel wasn't just a business one; it stemmed from our values."
This belief in Israel was powerfully demonstrated during the Swords of Iron War. In October 2023, while many brands shied away from clear Israeli commitment, Naot became a symbol of pride and solidarity. The Lax couple did not waver; on the contrary: Naot donated thousands of pairs of shoes to evacuees from the Gaza envelope, the couple hosted families of hostages in their home in the US, and led global donation initiatives under the hashtag #NaotGivesBack.
"From the beginning, we emphasized the importance of global giving, through donations to people affected by natural disasters, wars, or poverty," explains Susan. "And when the tragedy struck Israel, it was clear to us that we had to step up, that there was first and foremost a commitment to the country, to our employees, and to our family. Our employees, in turn, have also given back to us. Even during the war, even under threats, our dedicated employees have come to work and continue to come every day for 21 months now. Manufacturing, shipping, smiling. It's not to be taken for granted. And it's also clear that we, for our part, will do everything in our power to bring the hostages home."
Did they fear anti-Israeli reactions?
“We don't hide the fact that Naot is made in Israel, and that has never deterred our loyal customers," Steve says unequivocally. "We are committed to our Israeli heritage and values and continue to produce in Israel with pride. If and when we receive messages criticizing our connection to Israel, we make sure to respond personally and thoughtfully."
Susan adds: "I believe that our ongoing commitment to peace and diversity helps soften or even defuse such criticism."
A personal vision: More than just shoes -- a way of life
For Susan and Steve Lax, Naot is much more than a business. It's a reflection of a life philosophy that combines values, social responsibility, and a vision for the greater good. "Before we are driven by data, we are driven by values," says Susan. "Even in a competitive global market, Naot strives to expand while maintaining its inner truth and the quality we believe in. Today more than ever, we believe that in chaotic times, one must stand firm and offer something different – a world with compassion, with grounding, with meaning. It’s not just about wearing a shoe, it’s about choosing a path and walking it with purpose."
A responsible future: Sustainability, innovation, and impact
Naot is exploring opening new concept stores in additional markets, aiming to strengthen the direct connection between the brand and its international audience.
Looking ahead, Naot doesn't just aim for business growth. It wants to leave a mark. Sustainability is an integral part of the brand, from natural cork sourced in Portugal to premium Italian leathers to handmade production in Israel. These elements together form a unique DNA that positions Naot at the forefront of a new era, without losing touch with its deep roots. Naot continues to move forward, proving that a combination of innovation, values, and long-term commitment can lead to global success, and that the Israeli story can reach people around the world, one step at a time.
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Walking the global path
Today, 60% of Naot's factory output is destined for international markets. The company's annual export volume stands at tens of millions of dollars. Naot distributes fashionable comfort shoes to hundreds of destinations in the US, Canada, Australia, Europe, and Asia. In the last decade, Naot has expanded its activities to markets in Japan, South Korea, Singapore, and Papua New Guinea. The international recognition the brand has received was epitomized in 2017 when Naot was named the NSRA 2017 “Vendor of the Year” by the National Shoe Retailers Association (NSRA).
This article was written in cooperation with Teva Naot