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The creators of Naot enjoy posing this question: “Why Naot?” To begin with, Naot’s uniquely designed insole of cork and natural latex creates the perfect negative footprints of your foot. In this sense, “negative” is absolutely a good thing, like yin and yang. This means that what you’re stepping on is naturally molded to best suit your stride.

Years ago, Naot realized and embraced the now universally-acknowledged truth that it’s good (and smart, and cool!) to wear comfortable shoes. Huey Lewis fans rejoice—it is indeed hip to be square. But in the case of Naot, square no longer entails boxy, but rather a chic, casual style that will carry your feet from morning until dawn. Granted you don’t fall asleep before your feet are ready to.

Why Naot? Why not Naot?