OUR CHAIRMAN, MR. SHEIKH AJAZ AHMED STEPPED INTO THE FOOTWEAR BUSINESS WITH A KEEN SENSE IN THE LATE 1990’s. STARTING WITH IMPORT OF PVC AND EVA EASY WEAR SANDLES HE QUICKLY DEVELOPED A STRONG FOOT HOLD IN THE PAKISTAN FOOTWEAR MARKET AND AT ONE POINT HE WAS ONE OF THE FEW BULK IMPORTERS OF THIS CATEGORY. WITH HIS TIRELESS EFFORTS, SUPPORT AND TRUST OF OUR VALUED CUSTOMERS “FM SHOES INDUSTRIES” MADE A HUMBLE ENTRY EQUIPPED WITH LATEST STATE OF THE ART MACHINERY FOR MANUFACTURING OF EVA SLIPPERS / SANDLES AND POLYURETHANE SOLES AND SLIPPERS IN KARACHI.

THE ABILITY TO PRODUCE LOCALLY OPENED SEVERAL NEW VENUES AND ITS INCEPTION GAVE WAY TO A TEAM OF PROFESSIONALS TO COME TOGETHER ON ONE PLATFORM UNDER THE BRAND ‘HAWAI SOFT’ AND PRODUCE AFFORDABLE QUALITY PRODUCTS FOR THE AVERAGE HOUSEHOLD.

THE PHILISOPY OF HAWAI SOFT UPON WHICH WE STRIVE IS TO OFFER DESIGNS WHICH ARE UNIQUE AND THUS STAND OUT FROM THOSE OF OUR COMPETITORS; BUT WE ALSO STAND UNITED IN OUR PROMISE OF DELIVERING NOTHING BUT THE BEST.

WE UNDERSTAND THE EXPECTATIONS OF A “PRICE CONCIOUS” CUSTOMER AND WORK TO DELIVER VALUE TO THE EXPANDING MIDDLE CLASS SEGMENT IN PAKISTAN. WE OFFER QUALITY FOOTWEAR THAT IS AFFORDABLE FOR THE ENTIRE FAMILY. OUR CORE BUSINESS OBJECTIVE IS ‘FASHION FOR EVERYONE’ AND WE BELIEVE THAT OUR COMPANY HAS ESTABLISHED AN IDENTITY AS AN ‘AFFORDABLE FASHION’ BRAND, CATERING TO THE ENTIRE FAMILY FOR MOST OCCASIONS.