There’s a good chance your favorite Jewish camp counselor, that effortlessly cool older cousin who did a teen tour in Israel, or even your Sunday Hebrew school teacher, owned a pair of Naot. Those durable, instantly recognizable, and incredibly comfortable sandals that manage to feel just as natural on the Tel Aviv promenade as they do on a New York sidewalk.
But behind their quiet style and timeless comfort lies an unexpected underdog story of how an American Jewish family stepped in to ensure Naot’s soles, and its soul, remained firmly rooted in Israel.
Naot’s roots
For more than 80 years, Teva Naot sandals have quietly carried Israel’s story. The brand was born in 1942 on Kibbutz Neot Mordechai in the Upper Galilee, where members crafted sturdy work boots and clogs from locally tanned leather, designed to endure long, demanding days of kibbutz life and communal labor. Over time, that small cooperative workshop grew into a global footwear company, now estimated to generate $50–$100 million in annual sales.
Kibbutz Neot Mordechai (Wikimedia Commons)
The kibbutz itself, nestled along the banks of the Jordan River, was named for Mordechai Rozovsky, a Zionist activist from Argentina whose vision of community, craftsmanship, and purpose still guides the brand’s ethos. Naot’s defining breakthrough came with the introduction of its cork-and-latex footbed that molds to the shape of the wearer’s foot, creating the signature “Naot feel.”
By the 1950s and 60s, Naot sandals had become an everyday staple across Israel, worn by kibbutzniks, teachers, and workers alike.
Naot’s struggle and near sell-off
By the 1980s, Naot found itself at a crossroads. Globalization and the influx of inexpensive foreign imports made it increasingly difficult for Israel-based footwear companies to stay competitive. Global brands like Birkenstock and Merrell were dominating the comfort-sandal market and putting additional pressure on Naot’s profit margins. Yet Naot’s commitment to producing exclusively in Israel — a core part of its identity and founding principle — made the business far more expensive to sustain.
The Naot factory (Flickr)
By the early 2000s, despite a loyal following and a strong reputation for comfort, Naot was operating at a loss. At the same time, kibbutzim across Israel were undergoing economic changes, and Neot Mordechai could no longer cover the company’s operating deficits. For the first time, Naot faced the real possibility of closure or having to move production overseas, threatening the very roots that had defined the brand for more than half a century.
Back on their feet
Naot’s story could have easily ended when mounting financial pressures brought it to the brink of collapse. Facing growing debt and dwindling profits, the kibbutz considered selling the company to outside buyers, who might have moved production overseas and diluted the brand’s Israeli identity.
At this critical moment, Ami Bar-Nahor, an Israeli business strategist and consultant, stepped in to help restructure the company. He guided operations, modernized management practices, and ensured that Naot’s values-driven approach of craftsmanship, community, and Israeli production remained central to the business.
Modern Naot store (Wikimedia Commons)
Like so many other miracles that happen in Israel, Naot’s survival was a blend of timing, vision, and dedicated people. Enter Susan and Steven Lax, a proud Zionist couple from Long Island, New York, who served as Naot’s U.S. distributors of Naot through their company, Yaleet Inc. The Laxes invested in the brand with a clear goal: keep production in Israel and preserve the handcrafted quality that had defined Naot for decades. They didn’t just become a part-owner of Naot; the Lax family became strategic partners determined to keep the brand’s production and spirit in Israel.
Their partnership proved transformative. The story of Naot’s near-collapse and revival even became a case study at Tel Aviv University’s Recanati School of Business, showing how a company can navigate globalization and economic pressure without losing its core identity.
With this renewed foundation, Naot expanded its international distribution, strengthened its global presence, and continues to produce thousands of sandals each year at Kibbutz Neot Mordechai, staying true to its roots while thriving in the modern market.
Naot today
Naot remains proudly made in Israel, with every pair still handcrafted at the original factory on Kibbutz Neot Mordechai. What began as a small kibbutz workshop has become a global brand recognized for its balance of comfort, quality, and quiet elegance.
In recent years, the brand has grown beyond its traditional sandal lines, launching Ayelet by Naot, a modern collection that combines the comfort Naot is known for with sleeker, fashion-forward designs.
In 2024, Naot opened a new flagship store in SoHo, New York, offering Americans a direct connection to the brand and its story.
Even as Naot expanded internationally, the factory has remained resilient. During periods of conflict, including the war with Hezbollah, production continued under challenging conditions, reflecting the community’s dedication and the company’s commitment to keeping every pair made in Israel.
Today, Naot balances global presence with local identity, producing thousands of sandals each year while staying true to its roots: comfort, craftsmanship, and a deep connection to the land and people of Israel, all while branching out into mules, sneakers, and even handbags. So, next time you buy a pair of Naot, you’re supporting the Israeli economy, and every time you slip into a pair of expertly crafted clogs, you’re stepping into a story that’s been decades in the making.
