"Introducing the Atoms x Tan France model 000 sneakers."
Celebrity stylist and Queer Eye star Tan France has teamed up with US-Pakistani footwear brand Atoms to release a special edition shoe.
The new collaboration was announced on the shoe brand’s Twitter page, as well as Tan’s Instagram page.
The limited-edition white shoes will go on pre-sale from February 23 and will last until March 2, 2021.
According to Atoms, the shoes “bring together two of style expert Tan France’s favourite things: Ultra-comfort and white sneakers with stripes”.
On his Instagram page, Tan wrote:
“Introducing the Atoms x Tan France model 000 sneakers. They’re so comfortable!”
Atoms x Tan France Model 000.
These shoes bring together two of style expert @tanfrance’s favorite things: Atoms ultra-comfortable white sneakers and stripes.
Available for pre-sale from 2/23-3/2.
Text "Tan France" to +1 (917) 540-8458 to sign up for updates. pic.twitter.com/9LOEZq8ykv
— Atoms (@WearAtoms) February 16, 2021
Atoms is based in New York and it is known for its quarter sizes and comfortable trainers.
The brand was founded by Sidra Qasim and her husband Waqas Ali, originally from Okara, Pakistan.
Their shoe business started after they met with a group of craftsmen in the local village council of Okara. They were making leather shoes on the floor of a two-room workshop.
They kept going to the workshop and eventually, the craftsmen agreed to work with them.
Sidra explained: “We called our collection ‘Hometown Shoes.’ And after we launched our website, the first order came in right away.
“After a year we were selling about 50 shoes per month. We were happy to have any business at all, but it wasn’t nearly enough to survive.”
After getting married, they began working on their application for the Y-combinator accelerator programme in San Francisco.
They were successful and moved to the United States.
More research helped them to understand the market even better. They made the shift towards casual footwear.
Sidra said: “We researched the highest quality materials, and we put all of our findings into a document called ‘Ideal, Everyday Shoe’.
“Then we gave all our notes to a talented designer.
“Together we built a prototype, and we called them ‘Atoms,’ because we’d gone to the atomic level in search of quality.”
After months of research and feedback, they manufactured their first collection.
Their business has continued to grow and since the Covid-19 pandemic, Atoms has expanded to making masks.
Meanwhile, Tan France received a wave of backlash after he wore an Indian designer kurta to an award show.
In an interview with Hello! Pakistan, Tan said he did not know of any Pakistani designers. He said:
“I got so much flack when I wore Indian designers at the Emmys.
“I don’t know any Pakistani designers, they don’t have great social media accounts so it makes it really hard.”