Solethreads, a homegrown brand specializing in sneakers, flip-flops, and slides, has announced a strategic partnership with renowned actress and youth icon Shruti Haasan as its brand ambassador. The collaboration comes as Solethreads seeks to further connect with a younger, trend-conscious audience, with Haasan’s deep ties to youth culture aligning perfectly with the brand’s ethos.

Founded in 2019 by Gaurav Chopra, Sumant Kakaria, Aprajit Kathuria, and Vikram Iyer, Solethreads set out to disrupt the open footwear market by focusing on comfort, innovation, and superior design. The brand has since become a leader in combining technology with fashion to enhance the way people walk, offering products that reflect both style and functionality.

The decision to bring Haasan on board as the face of the brand was influenced by her strong appeal to the youth demographic. Known for her authenticity and alignment with progressive values, Shruti Haasan embodies Solethreads’ core message of ‘Defy the Default’—a positioning that promotes self-expression and challenges conventional fashion norms. Her role as brand ambassador further strengthens the brand’s visibility and reach, emphasizing the importance of individuality and breaking boundaries in today’s fashion scene.

The partnership is also supported by ABC Studios, led by entrepreneur Sarvesh Shashi, a full-service entertainment company that specializes in talent management, brand representation, and content production for the South. With strategic planning by ABC Studios, the campaign effectively integrates Solethreads’ product offerings with Shruti Haasan’s personal values, creating a cohesive message that resonates with the target audience.

Solethreads is also deeply committed to sustainability and ethical practices. The brand advocates for equal opportunity employment and supports its local production teams, whose skilled artisans craft each product by hand. Additionally, Solethreads takes a proactive approach to environmental responsibility, ensuring that its products are either recycled, reclaimed, or made from plant extracts. The brand’s dedication to sustainability extends to every step of its process, from design conception to delivery, with a goal of minimizing its carbon footprint and conserving natural resources for future generations.

As Solethreads continues to innovate and lead the way in the open footwear category, the partnership with Shruti Haasan marks an important step in the brand’s mission to combine cutting-edge design with social responsibility, empowering customers to embrace fashion that reflects both personal style and a commitment to a greener future.