US startup , Atoms , claims to create the “ perfect basic ” shoe , which comes in quarter sizes and odd pairs for differently sized feet . The brand , set up by husband - and - wife team Waqas Ali and Sidra Qasim , aims to provide an alternative to what they see as the current overdesigned , expensive and logo - dominated trainer market . Every generation has a look that defines success and for centuries it involved a suit of some kind. Atoms shoes have a plain design , featuring only black or white , and carry no logo . They are the latest “ brand - led ” " brand , alongside AllBirds ' wool “ sustainable ” trainer and Everlane ’s carbon neutral Thread shoe .
US startup , Atoms , claims to create the “ perfect basic ” shoe , which comes in quarter sizes and odd pairs for differently sized feet . The brand , set up by husband - and - wife team Waqas Ali and Sidra Qasim , aims to provide an alternative to what they see as the current overdesigned , expensive and logo - dominated trainer market . Atoms shoes have a plain design , featuring only black or white , and carry no logo . They are the latest “ brand - led ” " brand , alongside AllBirds ' wool “ sustainable ” trainer and Everlane ’s carbon neutral Thread shoe .