ISLAMABAD: From a modest upbringing in a small Pakistani city to establishing a footwear business in the United States, Sidra Qasim’s entrepreneurial journey reflects how determination, curiosity and a willingness to take risks can turn an ambitious idea into an international venture.
Hi friends, our first retail partnership is live with Nordstroms!! 👟🙌🏽
— sidra qasim (@sidraqasim) February 25, 2025
Alongside her business partner and husband, Waqas Ali, Qasim began her entrepreneurial journey with a passion for quality products and a determination to create something different. Their venture eventually took them from Okara to Lahore, Silicon Valley and, ultimately, Brooklyn, New York, where their footwear brand Atoms is now based.
Their story is particularly significant for young Pakistanis aspiring to build businesses beyond traditional markets, demonstrating how ideas developed in smaller cities can find opportunities on the international stage.
From handcrafted shoes to an international business
Qasim and Ali initially ventured into handcrafted leather footwear through their earlier brand, Markhor. Their interest in shoemaking developed gradually as they explored ways to improve the quality, comfort and design of everyday footwear.
In an interview about their entrepreneurial journey, Qasim explained that the business did not begin with a grand plan to enter the international fashion industry. Instead, it evolved through small steps, learning and identifying opportunities.
The couple’s focus was on producing high-quality footwear that offered more than basic support, paying attention to comfort, movement and the overall experience of wearing shoes.
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However, building a business from a modest background came with considerable challenges.
Qasim said their upbringing, limited financial resources, educational background and language barriers made the journey difficult. Even their initial attempt to apply to the prestigious startup accelerator Y Combinator in 2012 was unsuccessful.
Ali recalled that explaining their business idea in English was particularly challenging because they had little experience speaking the language in professional settings.
Qasim also acknowledged that they lacked money and the educational advantages that could have made their entrepreneurial journey easier.
Despite these obstacles, they continued learning, experimenting and refining their business idea.
📣We raised $2M+ from 450+ @Atoms customers. Every founder with PMF should do this once—you’ll remember why you’re building https://t.co/X84PbfSIDJ
— sidra qasim (@sidraqasim) April 30, 2025
Recognising market needs and building Atoms
A major turning point came when the founders recognised that consumers increasingly preferred comfortable sneakers and casual footwear for everyday use rather than formal leather shoes.
Qasim noticed this shift among young people in Pakistan and other countries, prompting the couple to reconsider their business direction.
Ali explained that although customers appreciated their Markhor dress shoes, they were generally purchasing them for formal occasions, weddings and special events rather than daily wear.
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This realisation encouraged them to explore a new opportunity: developing comfortable, high-quality shoes designed for everyday use.
The idea eventually led to the creation of Atoms, whose Model 000 features a soft midsole for cushioning, copper-thread insoles designed to combat odour and shoelaces that need to be tied only once.
The company sought to combine functionality, comfort and thoughtful design while building a distinctive identity in the competitive global footwear market.
From Silicon Valley to Brooklyn
The founders’ entrepreneurial journey also took them to the United States, where they moved to Mountain View, California, to pursue opportunities through Y Combinator.
For Qasim, the transition was not easy. Living in an unfamiliar country, being away from family and friends, and adjusting to a different social and professional environment brought feelings of loneliness and uncertainty.
The couple later moved to San Francisco, where they found a more vibrant community and greater opportunities to engage with art, design and creative culture.
Their interests eventually drew them towards New York, particularly Brooklyn, where they wanted to build a company that reflected their passion for creativity, storytelling and product design.
Ali said they wanted Atoms to become more than a footwear company, combining their interest in art, design and creativity with the ambition to produce quality everyday shoes.
In past few years, I shared my struggled as an entrepreneur. But what I’ve never shared at length is the deeply personal experiences and struggles that I gone through. I have had the chance to speak with @humansofny. I hope you’d enjoy reading it. ❤️🙏🏽
— sidra qasim (@sidraqasim) January 28, 2021
Lessons in courage, Focus and perseverance
Reflecting on their journey, Qasim emphasised the importance of surrounding oneself with the right people and maintaining attention to detail.
Ali highlighted focus, patience and courage as essential qualities for anyone attempting to build something from scratch.
He said entrepreneurs must understand that success requires time, hard work and a willingness to overcome difficulties rather than abandoning an idea when challenges emerge.
For Qasim, inspiration can come from ordinary people, their experiences, art, photography, music and courageous initiatives that contribute to society.
The founders also stressed the importance of understanding consumer needs rather than simply producing something based on personal preferences.
Check out @hayleyleibson in conversation with @sidraqasim of @WearAtoms – the design company that makes awesome things (a revolutionary show and a world-beating Facemask so far).
#womenfounders #ycombinator #startup
https://t.co/w4dY3cyx8z
— Mosharraf Zaidi 🇵🇰 (@mosharrafzaidi) October 18, 2020
Their experience with the Atoms mask project further reinforced their belief that businesses should consider wider community needs and contribute positively to society.
Qasim and Ali aspire to build Atoms into a company that creates lasting value through quality products, responsible practices and continuous innovation.
Their journey from Okara to the international business landscape offers an encouraging example for aspiring Pakistani entrepreneurs, particularly young women who want to challenge conventional expectations and pursue opportunities beyond geographical and social boundaries.
