About Us

Pakistan's First Sneaker Store — Est. 2008

Laces was born from a simple but bold idea: bring real sneaker culture to Pakistan.

Behind the brand are two brothers — Humza and Usman — both products of Lawrence College Ghora Gali and Beaconhouse, who went on to study and work in England before answering a calling back home.

Humza, a professional cricketer who spent years working with Footlocker and JD Sports in the UK, brought an insider's understanding of the global sneaker world. Usman, an e-commerce veteran with deep roots in Amazon and eBay, knew how to source, sell, and scale. Together, they were the perfect team.

When they returned to Pakistan in 2008, there was no sneaker store. No sneaker culture. Just an opportunity.

They started small — importing from factory outlets and online sources, selling out of their flagship location in Jhelum. With no social media to lean on, they built their customer base the old-fashioned way: showing up. University expos, cricket grounds, basketball courts, seminars across Pakistan. Humza's connections in professional sport opened doors, and word spread.

Over the years, Laces grew into a destination — stocking everything from performance athletic footwear to everyday fashion sneakers and clothing, sourced from around the world.

17 years later, Laces is still family-run, still passionate, and still on a mission. Our Jhelum flagship is where it all started. Our Giga Mall Islamabad location is proof of what's possible when you believe in something long enough.

We're not just selling sneakers. We're building a culture — one pair at a time.