From Paul Smith back to the Khans: Abbottabad brings out ‘Imran’ chappal to push sales

Not in a new style or fabric, shoe rebranded according to star power

ABBOTABAD: It’s not a new design, it’s been around for generations, yet every so often the Charsaddaywal or Peshawari chappal as it is known outside the province gets a rebrand. It grabbed headlines when Paul Smith appropriated the chappal or sandal’s design and when Reham Khan ordered a custom pair for herself. In Abbottabad this Eid, Charsadda Chappal Store is selling the Imran Khan chappal, in hopes that the association will drive up sales.

Located inside Cantonment Plaza, it is the only shop in the city that sells Charsaddaywal. Whether it’s the novelty or that the owner named a sandal after the Pakistan Tehreek-e-Insaf leader, the shop is bursting with customers. “I am a Pathan and this is the traditional footwear of my tribe—when a Pathan living in Punjab can wear a Charsaddaywal, then why can’t we?” said Nauroz Khan, a Swati who lives in Abbottabad. “In our family, we don’t usually wear these sandals on a daily basis, but I prefer wearing them on Eid and other such festive days.”

Read: Designed to please: Baloch chappals leave a popular trail

The pure leather sandal, which has come to represent Pukhtun culture and was worn as part of daily attire, has now become a bit of a status symbol for the youth wishing to emulate Imran. According to Mustafa Khan, the owner of the store, since Imran prefers the dark camel coloured sandals, those are the first to go.

“The sandal is 100% leather and is handmade by a single artisan.” He said it takes three to four days to make one pair. “Since it is time-consuming and difficult work, I engage more than 10 cobblers to meet demand; it just keeps on growing despite the high cost,” said Mustafa. He told The Express Tribune his artisans use pure and fine quality leather, justifying the Rs10,000 to Rs12,000 price tag of an Imran Khan chappal.

No other variation of the sandal—not since the multi-coloured design—has any other Charsaddaywal been so popular. Mustafa said the Imran Khan chappal has become the most sought after footwear in the city as well as other parts of Hazara. “Clients keep on placing orders but they have to be told it will take time and their pair will be ready when prior orders are completed.”

According to the proprietor, he sold several dozens of the sandals in a dark camel colour before Eidul Fitr. “Buyers have once again ordered the same design.”

“It’s a very durable brand but costly so only the wealthier class can afford it,” said Mazhar Khan, a local businessman. “But then again, any other trendy pure-leather shoe would also be pricey,” he added.

Published in The Express Tribune, September 25^th, 2015.