Atoms nabs $8.1M for shoes you can buy in quarter sizes and separate left/right measurements

The direct-to-consumer trend in fashion has been one of the most interesting evolutions in e-commerce in the last several years, and today one of the trailblazers in the world of footwear is picking up some money from a list of illustrious backers to bring its concept to the masses.

Atoms, makers of sleek sneakers that are minimalist in style — “We will make only one shoe design a year, but we want to make that really well,” said CEO Sidra Qasim — but not in substance — carefully crafted with comfort and durability in mind, sizes come in quarter increments and you can buy different measurements for each foot if your feet are among the millions that are not exactly the same size — has raised $8.1 million.

The company plans to use the funding to invest in further development of its shoes, and to expand its retail and marketing presence. To date, the company has been selling directly to consumers in the US via its website — which at one point had a waiting list of nearly 40,000 people — and the idea will be to fold in other experiences including selling in physical spaces in the future.

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