India welcomes the launch of Pair-ie Tales, a new-age women’s footwear brand built on the principles of comfort, character, and conscious design. Officially launched earlier this month, the brand marks its entry into the Indian lifestyle and fashion segment with a bold offering: fashion-forward footwear that delivers uncompromised comfort through its proprietary Cloud Comfort™ sole system- a triple-layered innovation engineered for real-life wearability.
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Gaurav Srivastava, Founder, Pair-ie Tales
Born from the belief that footwear can be both expressive and supportive, Pair-ie Tales merges contemporary design with meaningful functionality. Every pair is crafted using premium faux leather, breathable linings, and ethically sourced components, reinforcing the brand’s commitment to cruelty-free, sustainable fashion. The brand’s packaging too reflects this ethos- 100% plastic-free, with each box designed as a storytelling-inspired keepsake, making the unboxing experience as personal as the pair itself.
“We started Pair-ie Tales with a very simple but strong conviction that women should not have to choose between how they look and how they feel,” said Gaurav Srivastava, Founder of Pair-ie Tales. “Each design is rooted in the reality of womens lives- from busy commutes and long meetings to spontaneous plans and everything in between. Our shoes are meant to walk with you, not against you.”
The brand name itself, Pair-ie Tales, is a thoughtful twist on the word “fairy tales,” representing a larger mission- shifting the narrative from stories traditionally told about women to ones led and authored by them. Through this lens, each collection is designed to reflect a chapter in modern womanhood, celebrating resilience, individuality, and everyday expression.
Pair-ie Tales offers an initial product range including flat sandals, everyday slip-ons, versatile heels, and bold statement pieces- all unified by their design aesthetic and all-day wearability. The brand operates as a digital-first business via www.pairietales.com and is headquartered in Gurgaon, India.
“This isn’t just about shoes- it’s about how women walk through the world. Our goal is to create footwear that adapts to life, reflects personality, and never asks you to compromise,” added Gaurav.
As it enters the Indian fashion landscape, Pair-ie Tales positions itself as a label of belonging, empowerment, and bold comfort- an invitation to women everywhere to walk freely, feel fully, and step confidently into every chapter of their story.
