Çaplait Shoes Limited is a contemporary footwear brand deeply rooted in Pakistani culture. Inspired by the Peshawari Chappal, a traditional men’s sandal from the Peshawar region of Pakistan, Çaplait draws upon the talents of local artisans to create every pair of sandals. The brand respects and repays its heritage at every turn, right down to its name (pronounced ‘Saplay’), which nods to the local term for the shoes. All of Çaplait’s shoes are handmade by artisans, preserving a craft passed down through generations and providing fair pay and ethical working conditions for the artisans around whom the brand is built.
Çaplait’s engagement with the Global London Team began in August 2023, through UKFT and the Paris trade mission.
Before joining the programme, Çaplait struggled with introductions to showrooms and tradeshows. The brand was unfamiliar with showrooms in Paris and needed guidance to find the right places and pre-book meetings. There was uncertainty about the process, costs, and workings of showrooms. The Paris trade mission provided a valuable entry point during fashion week when it’s not possible to turn up for meetings at showrooms without prior booking.
Çaplait benefited from the trade mission, one-on-one support, and workshops offered by the Global London Programme. Founder of Çaplait comments “The trade mission was very beneficial as it helped with showing a way into the market and has opened new doors and opportunities. The entire trade mission was very well organised, streamlined and professional. Everyone was helpful including UKFT the delivery partner and Global London advisers, it exceeded expectations.”
Following the trade mission, Çaplait gained a better understanding of the need to review its brand positioning and price points to ensure alignment with the market. The brand is currently re-evaluating these aspects and will make necessary changes.