The New Luxury of Comfort: How Naot Is Redefining Footwear from the Ground Up

Photo Credit: Courtesy of Naot

In a moment where fashion is finally aligning with how people actually live, few brands feel as naturally positioned as Naot. Under the leadership of Ayelet Lax Levy, the heritage footwear company continues to refine its purpose around comfort, wellness, and longevity.

“At our core, Naot is about supporting how people feel in their bodies every day. We see wellness as something that starts from the ground up, and footwear plays a bigger role in that than most people realize,” Levy says. “Comfort isn’t a luxury for us it’s part of overall well-being. Everything we do begins with supporting the natural movement of the body, and then we layer in craftsmanship, quality materials, and thoughtful design.”

That philosophy has become increasingly relevant as consumers prioritize how products feel as much as how they look. Unlike many footwear brands that begin with aesthetics, Naot’s process starts with the internal structure of the shoe itself.

“For us, comfort isn’t an add-on, it’s the starting point. We design from the inside out,” Levy explains. “A lot of brands try to add comfort into a fashion shoe, we begin with wellness and comfort and elevate it into something you want to wear.”

Photo Credit: Courtesy of Naot

At the center of Naot’s approach is its signature cork and latex footbed, designed to mold to the wearer’s foot over time while supporting alignment and natural movement.

“Our footbed is really the heart of the product,” Levy says. “The cork and latex blend molds to your foot over time, so it becomes personal to you… It’s not just cushioning, it’s structure and support that improve the longer you wear it.”

As the conversation around wellness continues to influence fashion, Naot operates in a space where style and comfort are no longer separate ideas.

“We see style and wellness as completely connected,” Levy says. “You shouldn’t have to choose between looking good and feeling good.”

That mindset is reflected in the brand’s newer silhouettes, including more refined sneakers, wedges, and elevated everyday styles that move easily from day to night without sacrificing comfort. Softer leathers and more considered finishes have also helped push the brand into a more contemporary lifestyle space.

For Levy, maintaining relevance comes down to balancing evolution with consistency.

“I think it’s a combination of staying true to who we are while continuing to evolve,” she says. “Our customers trust us because we’ve been consistent in our values like comfort, quality, integrity, but we’re also always listening and adapting.”

That loyalty has become one of the brand’s strongest assets, particularly as younger consumers increasingly gravitate toward products built around intention, longevity, and well-being.

Photo Credit: Courtesy of Naot

Durability also remains central to the company’s philosophy.

“Because it matters,” Levy says. “It matters for the customer, and it matters for the world we live in. We believe in creating products that you don’t have to replace constantly.”

That same perspective informs Naot’s approach to sustainability and responsible production.

“For us, sustainability starts with how and where we make our products,” Levy explains. “Longevity is a big part of sustainability; when you make something well, it naturally reduces waste.”

At its core, Naot’s philosophy remains grounded in the realities of everyday life.

“We think a lot about real life, standing, walking, moving all day,” Levy says. “It’s about reducing fatigue and allowing people to stay comfortable from morning through night.”

Photo Credit: Courtesy of Naot

Disclaimer: Written in partnership with APG.