Adjustable leather straps allowed for swelling of the feet. Traditional biblical sandals had inflexible soles Naot used a flexible footbed of cork, natural rubber or leather. Bar-Nahor spent four years at Naot Mordechai. "I aimed at a sort of Israelization of Birkenstock,” said Bar-Nahor, referring to a well-known German footwear manufacturer.
He came up with the idea of modernizing both the product and production to attract the new health-conscious shoe consumer. Ami Bar-Nahor was assigned to be a consultant for Naot Mordechai as part of a class exercise. The economic situation of the kibbutz was so serious that it became part of a study of failing companies at the economics department of Tel Aviv University. Naot Mordechai considered shutting down its shoe factory. In 1988, shoe manufacturing in Israel suffered from the glut of inexpensive imports from the Far East.
Footbeds can be replaced by a user's custom orthotic insoles, or by standard replacements for worn ones. Naot's products include a variety of shoes and sandals for men, women and children with special insoles that conform to the shape of the wearer's foot.
Currently, it employs 160 workers and designs a new line of footwear every year to keep up with global fashion trends. Naot, which opened in 1942, started out as a small kibbutz factory producing work boots. Teva Naot ( Hebrew: טבע נאות) is an Israeli shoe and sandal manufacturer based at Kibbutz Neot Mordechai.
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