Direct-to-Consumer Sneaker Brand Atoms, Known for Its Untraditional Sizing, Officially Debuts

Company exits beta to bring quarter-size unisex shoe to the masses

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“If the shoe fits … “

Atoms, officially out of invite-only mode today, wants to solve a common problem: getting a sneaker that actually fits your foot.

Direct-to-consumer sneaker companies often have a particular focus, like Allbirds’ mission of sustainability, or Greats’ goal to sell luxury sneakers at a lower price point. Atoms’ game is untraditional sizing: selling sneakers in quarter sizes with the ability to choose different sizes for each foot. The company debuted last year in beta with a waitlist of 40,000 people.



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