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17 Feb, 2021

Sneaker company Atoms has teamed up with Queer Eye star Tan France to release a special edition shoe.

France is of Pakistani origin and Atoms is owned by a Pakistani couple based in the US.

The pre-sale for the shoes will last from February 23 to March 2. According to the company, the shoes "bring together two of style expert Tan France’s favourite things: Atoms ultra-comfortable white sneakers and stripes".

Photo: Tan France/Instagram Stories
Photo: Tan France/Instagram Stories

France is quite popular among South Asian fans of Queer Eye partly because he is of Pakistani origin. Tan stands for Tanvir. France's father is originally from Pakistan and his mother from Pakistan and India, and so every time his fans get a peak into his thoughts about Pakistan, they want to know more.

A photo posted by Instagram (@instagram) on

When asked about Pakistan designers in an interview with Hello!Pakistan he said he has noticed they aren’t that great with social media as opposed to their Indian counterparts. "I got so much flack when I wore Indian designers at the Emmys [...] I don’t know any Pakistani great designers — they don’t have great social media accounts so it makes it really hard."

But now he has found Atoms, whose story was highlighted by Humans of New York.

A photo posted by Instagram (@instagram) on

Atoms was founded by Sidra Qasim and Waqas Ali, who are both from Okara. They built their brand from the ground up and moved to the US to get funding. Their story on Humans of New York touched a lot of hearts and helped them gain more attention.

Atoms are pretty expensive shoes — they cost $129 a pair — but if the reviews are to be believed they are worth the hype. According to their website, they also ship to Pakistan but that costs another $18 plus customs duties.

Hopefully they'll start supplying Atoms to stores in Pakistan so we can get our hands on a pair too! We love seeing Pakistani brands thriving and collabs with other prominent Pakistanis are icing on the cake for us.

Comments

Bhabin Feb 17, 2021 02:29pm
But we should boycott france in every way.
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Habibullah Feb 17, 2021 03:38pm
We are wasting our time and resources in useless thing, sorry to say.
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Chrís Dăn Feb 17, 2021 03:42pm
Cool sneakers. I am gonna buy through Amazon. The brand Atom is chic. Thank you Dawn for publishing this article about these really known business/social guys having south Asian ties. I think Pakistani do not encourage these people though this is a bunch of creative professionals.
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Chrís Dăn Feb 17, 2021 05:18pm
@Habibullah but these brands are popular abroad and these people bringing good name for country at a time when Pakistan and terrorism are synonyms in world-these 3 stooges are respected professionals abroad. You should be proud of them if you love ur country.
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Dr. Salaria, Aamir Ahmad Feb 17, 2021 06:20pm
What else could he do at this crucial and critical juncture in time and history to expand his portfolio, look busy, increase his fan base, make more money, get counted, stay afloat, solicit more contracts and above all, remain in the powerful multimedia limelight?
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AliGayTor Feb 17, 2021 07:46pm
After all Tanvir is a Pakistani boy!?
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Roma Feb 17, 2021 08:12pm
why will any Pakistani buy shows from a queer that’s against Islam.
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Combaticus Feb 17, 2021 08:37pm
Atoms shoes are a good idea but a friend got them and they didn't lasted that long. Disappointed but not surprised as they are made of some fabric stuff and not meant for excessive daily use. Good idea though.
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AAA Feb 17, 2021 09:22pm
Good, such efforts should got light.
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Kapil Feb 17, 2021 10:17pm
A nobody collaborates with nobody.
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Seedoo Feb 17, 2021 10:59pm
@Dr. Salaria, Aamir Ahmad In other words, he is doing everything which a good self-made entrepreneur should do. What's your point Doc?
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White Noise Feb 18, 2021 01:26am
129 bucks for the pair? this is almost at par with Converse / DC or Vans (when they are on sale) and these are established brands. Unless its premium everything & I mean everything, no way I will pay 129 for it. I will ask Rose Anvil (look him up) to get a pair and cut it, that should tell us what's in it and what's it worth.
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Roma Feb 18, 2021 09:53am
should cost about 500 PKR given its basic material, design and looks:
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Sachin Feb 19, 2021 07:08pm
The lady had to leave Pakistan to start this brand in West. Stop claiming it as a Pakistani brand
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