Fuchsia, is a US based direct to consumer brand of artisan products bringing in unique shoes by connecting customers to extraordinary artisans around the developing worlds. The company brings Pakistani artisans to the global markets. Fuchsia shoes are loved by thousands of American customers and have built a great following since their launch in 2016.
WHAT IS SUSTAINABLE FOOTWEAR?
We believe that people don’t just want a comfortable pair of shoes — they want to know that their purchase actually benefits the artisans behind a product. Sadly, the footwear industry is filled with stories of labor abuse, sweatshop conditions, and unfair wages. But it doesn’t have to be that way. That’s what Fuchsia’s sustainable footwear is all about: high-quality, environmentally responsible shoes which genuinely benefit the artisans who make them. Learn more below.
Fuchsia shoes are made in Sangla Hill, a remote town in Pakistan with a history stretching back to the time of Alexander the Great. Here, each pair of flats is handcrafted in a traditional workshop by a group of artisans who are passionate about using their skills to support their families and community. By making shoes for Fuchsia, they not only get to do what they love, they also receive a respectable living income which provides them and their loved ones with food, shelter, education, and health care.
Fuchsia is committed to treating these artisans with respect and dignity, supporting them as they continue a centuries-old tradition of time-honed craftsmanship. Not only does this result in a sustainable, environmentally responsible manufacturing process, it also means our customers can enjoy unique, handmade productswhich would otherwise be inaccessible to a global audience.
AN EXCEPTIONAL PAIR OF SHOES
Fuchsia shoes begin with locally sourced natural leather which is cleaned by hand, then refined, cured with salt, and sun-dried to preserve its delicate, subtle texture. From leather-cutting to detailed embroidery, our artisans craft each shoe by hand, using raw materials which support the regional economy. The result is a shoe of remarkable quality — one which may just be the softest and most comfortable ballet flat you’ve ever worn.
Fuchsia aims to empower our customers with confidence and direct access to unique inaccessible shoes, and empower the cottage industry artisans across Pakistan for a better future.
It all started with a shopping spree. In 2013, our cofounder Afshan Abbas was visiting her hometown of Karachi, Pakistan. Afshan is a shoe lover, who has also acquired an appreciation for art over the years, with an eye for discovering things that really stand out. The brightly colored sandals known as "kolhapuri" had their own special appeal in the market that day. She bought a few sandals and brought them back to Seattle. There, she was pleasantly surprised by the amount of attention the sandals attracted, whether she was at work as a software engineer at Microsoft, shopping near her home in Bellevue, or just taking a stroll along the waterfront. Realizing the appeal, she teamed up with other fellow engineers from Microsoft and together they began researching the Pakistani handmade shoe industry. The team discovered how under appreciated the shoe making craft is and the array of challenges shoe artisans trudge through. The lack of support of their craft & low wages force them to look for work elsewhere when the season goes out.
True to their discipline as engineers, the partners began with a small shipment of handmade leather ballet flats known as "khussas" from artisans in the small village of Sangla. The first shipment of 300 shoes received rave reviews from friends and coworkers, and in that moment, Fuchsia was born. After such an incredible endorsement by the target audience, Abbas and Sajwani decided to quit their jobs at Microsoft and AMAZON to pursue the venture full time. They aim to provide a unique experience to shoppers by empowering the artisans specially women workers by leveraging today's technologies.