Meet Atoms, the minimalist startup shoes you’ll actually wear

TechCrunch | 6/14/2018 | Josh Constine
cute16 (Posted by) Level 3
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Step aside, Allbirds. Atoms come in quarter sizes you can mix-and-match. Emerging from stealth today in a TechCrunch exclusive, this shoe startup’s obsession with satisfaction allowed it to replace my Nikes. I’ve spent the last 2 months wearing Atoms every day. They’re the first sneaker classy looking enough for semi-formal occasions, but that I can comfortably walk or even hike in for hours.

Here’s how Atoms is modernizing the footwear experience:

Atoms - Nikes - Allbirds - Basketball - Shoe

At $179, Atoms are pricier than $100 lifestyle Nikes or $79 Allbirds. But the basketball shoe giant just sells in half sizes, while Allbirds offers only whole sizes that fit few perfectly. The right quarter-size Atoms for each foot makes them feel molded to your body.

“To make shoes better, you need to know why people wear shoes” Atoms co-founder Waqas Ali tells me. People buy fancy dress shoes they never wear, yet feel embarrassed by the childish designs and branding on most sneakers. “We perfected Atoms for your everyday routine — walking, standing, and commuting” he explains, “You are a person not a billboard, so there’s no logo”.

Shoes - Beta - Phase - Everyone - People

That hasn’t stopped the shoes from going viral during their beta testing phase. Everyone who tries them on seems to rave about them. That’s driven 4000 people to sign up on the Atoms waitlist which you can join to be first in line. Atoms launch this summer in the U.S., with the first wave of customers getting their shoes in late June/July.

Husband and wife duo Waqas and Sidra Ali started their first shoe company in Okara, Pakistan back in 2012. They attacked the market with one of the best qualities you can find in an entrepreneur: curiosity. Instead of coming in with preconceived notions, they traveled the world to research how people actually wear shoes. “You might assume that ‘Oh in Italy, everyone wears...
(Excerpt) Read more at: TechCrunch
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