SoftCrewShoes Brand Story

At SoftCrewShoes, our journey began with a simple idea: everyone deserves shoes that offer unmatched comfort, timeless style, and enduring quality.
The story starts with Ahmed, our founder, who worked in a company where staff were provided with subpar work shoes. These shoes, supplied by vendors focused on cutting costs, caused discomfort and frustration for the hardworking team. Watching his colleagues struggle, Ahmed decided to take matters into his own hands.
Determined to create a better solution, Ahmed launched his first brand, YUMI, which quickly gained positive feedback for its improved comfort and professional design. However, as the brand grew, Ahmed faced a challenge—he couldn’t register the YUMI name in the UAE due to trademark restrictions.
This setback didn’t stop him. It fueled his passion to do even better, leading to the creation of SoftCrewShoes.