A mere two years old, Naja is a lingerie brand with a difference: a social responsibility outlook like no other. Founded by Catalina Girald, Naja - meaning “Cobra” in Hindi - thinks far outside the corporate box in order to make the client feel as beautiful as possible from the inside out.
Speaking with PETRIe, Marketing and Content Manager for the brand, Emily Rogan explains the various ways in which Naja gives back, perhaps most notably through the employment of single mothers: “Through our ‘Underwear for Hope’ program and our partnership with the Golondrinas Foundation in Colombia, we train single or head of household mothers to sew,” Rogan explains. “We then employ them so that they can help themselves and their children. In addition, we pay for their children's school fees, uniforms, supplies, lunches, etc. We believe that when you educate a woman, everything changes. We want to help make that change.”
Employee welfare is top of the list for Naja, but this is just one of many ways in which Girald has built a sustainable, successful business that helps every aspect of the community, from employee to wearer to the environment: “Almost 20% of global industrial pollution comes from the treatment and dying of textiles,” Rogan explains. “We're constantly in search of less impactful technologies like printing processes that produce no waste water and fabrics made from recycled plastic bottles.”
The fabrics used for Naja products - including Peruvian Pima cotton and lace made of lycra, which is softer against skin than polyester - create no waste water and so do not contribute to the myriad factors constantly harming our ecosystem.
“We believe that lingerie should be about the woman who wears it and that it should make her feel good about herself,” Rogan shared. The social ethos of the brand is enough alone for this, but Naja goes further: “Our bras are just as beautiful on the inside as they are on the outside and we provide inspirational and funny quotes on the inside of our panties. Every woman is beautiful and unique in her own way and we want our customers to know that.” For Girald, these quotes are positive reinforcement to motivate and inspire the wearer throughout the day. A true bathroom pick-me-up.
What Naja really wants to do is “create a culture where women help each other” and founder Girald has succeeded in her mission. Delicate, sumptuous and vibrant lingerie at affordable prices that not only makes you, the customer, feel fantastic, but provides for all generations. In everything it does, from the employees to the website’s ‘Wonder Women of the Week’ feature, Naja is empowering, important and a standard bearer that all companies should look to for inspiration.
Words: Charlotte Sutherland-Hawes
Image source: Naja