NAJA is changing the way women shop for lingerie and changing the industry as a whole through the company’s dedication to changing women’s lives. NAJA strives to disrupt the way lingerie is marketed toward women by creating a brand that seeks to empower instead of objectifying them. NAJA primarily employs single mothers or female heads of households where they are paid above market wages with healthcare benefits so they no longer have to choose between employment and raising their children.
Through its Underwear for Hope program, NAJA employs marginalised women, who would otherwise have difficulty finding employment opportunities, to work from home making the lingerie bags. This allows them to become their own 'micro-entrepreneurs'.
NAJA only uses digital and sublimation printing technologies to print its garments so their water waste is next to none. They are constantly in search of new fabrics and technologies that are good for the earth and good for you.