One of our top selling summer sandals, the Tahoe, joined our ‘Handpainted Collection’ this year and now there are more options than ever to walk around in style and comfort. If you don’t already know, each and every pair of Naots is handmade in Israel and this year, we began offering several styles that are handpainted as well. This offers our Naotics the option to get their favorite Naot styles painted in a one-of-a-kind combination of two unique hues.
Here’s what people are saying about our Tahoes:
“These are awesome and so very comfortable. My last pair lasted 18 years and I wore them every day in the summer!” -Naotic from McHenry, Illinois
Excellent sandal! Always comfortable. You can’t beat the Naot support to alleviate foot and leg pain. I have fibromyalgia and this brand definitely makes life more bearable.” – Naotic from Ohio
“I have purchased this brand before and it’s one of my favorites. This sandal is so comfortable from the first day. I get compliments on the color every time I wear them. Will get in more colors soon.” -Naotic from Sonora, California
We also made a teal and navy blue pair, sold exclusively at The Walking Company, available here.
We’re gearing up for several trunk shows across the country to showcase our beautiful spring collection and help those in need. Our first trunk show is taking place at Mar-Lou shoes in Ohio, and we have great expectations for this spectacular event!
This three-day event allows us to combine two things that we love, fashion and helping those in need. Everyone who comes to the event will be able to contribute to the Cuyahoga County Board of Developmental Disabilities just by simply trying on shoes. If you try on a pair of Naots, we will donate a pair to those in need. If you buy a pair, we will donate two pairs. It’s fashion for a cause! You can also purchase online (March 24-26) and we will donate in your honor: Shop here.
The Cuyahoga County Board of Developmental Disabilities is dedicated to support and empower people with developmental disabilities to live, learn, work and play in the community.
Naot is undergoing a colorful— and fashionable—makeover for Spring ’16. “We are re-energizing some of our signature styles with new colors, footbeds and soles,” reports Ayelet Lax Levy, vice president of Yaleet, Naot’s U.S. distributor. While Levy assures that customers can expect the same comfort the brand has always provided, she notes that today’s consumers demand both style and function. “Everybody requires style these days. You can’t get away with just having comfort,” she says. “The fashion and comfort worlds have really merged in terms of look.”
Along those lines, Steve Lax, president of Yaleet (and Ayelet’s father) points to the makeover of the brand’s classic sandals. “We’ve always had a brown-colored footbed on most of our sandals,” he says. “For spring, we’ve colored a lot of them to go with the leather and we did the same thing with some of our outer soles.” The Kayla sandal, specifically, will be available in four to five new colors and feature fresh beige and gray footbeds for the first time.
Lax and Levy are seeking a younger, hipper audience with these color transformations. To that end, Naot is also launching a new collection dedicated to a more fashionable aesthetic. The Bloom line will feature Naot’s signature Flexi insoles, which are highly recommended by the orthopedic community, but they will be re-shaped, along with the shoes, to be sleeker. Soles won’t be basic either: “We’re using really funky colors with gradient,” Levy explains. “The new collection is revolutionizing how the industry looks at a shoe with a removable footbed,” she adds.So far so good, Levy reports, regarding Naot’s latest product introductions. “We were told by many retailers that the new collection is the best they’ve ever seen from Naot,” she says. In addition, Lax notes the sneak peak given to consumers has also been encouraging. “Women who would never wear our other orthopedic-type lines with removable footbeds have all said, ‘Wow, I would wear those in a heartbeat,’” he says.
A large part of the success, Levy says, should be credited to Naot’s design team. “They’re constantly being challenged to come up with new ideas and new ways of looking at technologies in footwear,” she explains, adding that the new styles are also in response to consumer demand. “The market asked us to update our technology with a more modern look.”
The story sounds like it is out of a movie. Two girls sitting in a cafeteria and laughing as they ate, one turns to the other pointing to the long-haired man who had just entered and laughs, “I’m going to marry him”. The man, Steven Lax, was a young wide-eyed American who had just immigrated to Israel after graduating from Washington University in St. Louis. The girl, who would eventually become Susan Lax, was an Israeli working on the kibbutz during her year of service to the country. As they worked together on the collective farm picking melons and caring for calfs, neither could have imagined that years later they would trade-in their work boots for comfort shoes.
In 1988 Susan and Steven Lax left Israel with their two young daughters and headed to the United States. As they struggled to make ends meet and adjust to life in a new country, the couple began selling leather and sheepskin jackets from Israel. Lax often recounts that his customers were not all that interested in the product, but bought jackets anyway because they loved the salesman.
A proven salesman without a great product Lax was looking for something new when he heard mutterings that Naot, an established brand of shoes and sandals in Israel, was looking for someone to bring the brand to the United States. He was familiar with the brand, Susan’s sister and brother-in-law lived on the Kibbutz where the shoes were made, and knew that he would be able to sell the product, so Lax decided that he was the man for the job.
Ever the determined businessman, Lax persuaded the President of Naot to take him to a shoe show in Manhattan and told him that he had heard Naot was looking for an American distributor and that the plan they had laid out was all wrong. Refusing to take no for an answer, Lax persuaded Naot to give him a chance. He was given two months to compete with two other groups and successfully outsold both.
Yaleet Inc., a name derived from a combination of the couple’s two oldest daughters – Ayelet and Yonit, was born. The first Yaleet booth was constructed using Jaffa Orange crates, a humble nod to the company’s kibbutz roots and the company’s first warehouse was located in the family’s condo. When the family moved to a new home the warehouse moved with them, “If it rained we couldn’t ship,” recalls Lax of the days when the warehouse was still located in the family’s garage.
Yaleet now has a 50,000 square foot space that is home to its warehouse and office and more than 1,500 customers across the country, but the company’s mission has remained the same: to make the world a better place one “step” at a time. Each week the company pairs up with a local retailer to donate shoes to people in need and nearly everyday we hear of a new story about how a pair of Naots changed someone’s life.