Join Bora for an inspiring conversation with Sidra Qasim, co-founder of Atoms, as she shares her remarkable journey from building Pakistan's first Y Combinator company to establishing a thriving direct-to-consumer shoe brand in New York City. In this episode, you'll learn:

• The power of "building in public" and how transparency helped Atoms build a 40,000-person waitlist before launch

• How constraints can become advantages - learn how Atoms turned their limitation of only having size 10.5 samples into an exclusive testing program

• The art of community building - from leveraging Twitter in the early days to collaborating with artists and taste-makers

• Strategic insights on transitioning from Pakistani artisans to Korean manufacturing to Vietnamese supply chains

• How Atoms pivoted during COVID by launching masks that became popular with Hollywood celebrities

• Practical lessons on balancing growth with quality control in DTC brands

• Real talk about marketing channels - why organic and email worked while paid acquisition remained challenging

• The importance of finding your unique angle - how Atoms positioned themselves at the intersection of art, technology, and storytelling

Whether you're just starting your brand or scaling an existing one, Sidra's experience offers valuable insights on building authentic connections with customers, navigating manufacturing challenges, and growing a brand with limited resources. She also shares candid thoughts on what's working in today's DTC landscape and exciting opportunities in personalization and automation for the future of retail brands.

This episode is particularly valuable for founders interested in building community-driven brands, those navigating cross-border manufacturing, and entrepreneurs looking to understand how to leverage their unique story and constraints into competitive advantages.