Modern and elegant shoes, a sustainable vision, and a manifesto for responsible and positive fashion. Welcome to Odaje. Meet Alexis, the Commercial Director of this footwear brand.
"Ode to Joy" is the new motto of the former M. Moustache, the iconic Parisian shoe brand founded in 2012 by three school friends: Antoine, Guillaume, and Thibault. After twelve years of existence, the institution is changing its name and embarking on a new chapter in its history. Feminine, virtuous, and cool. Meet a brand eager to live a "responsible fashion, positive for the planet and its people."
So, M. Moustache is no more. Tell us about this turning point for the brand, now called Odaje.
We were still called M. Moustache just a few days ago! The brand was created twelve years ago, and it has evolved a lot since. Today, we sell 70 to 75% of our models to women, so the name seemed a bit outdated. Additionally, exports represent 20% of our turnover, so we wanted to move away from a very French-sounding name. Finally, we’ve greatly expanded the eco-responsible aspect of our brand. We were certified B-Corp a few months ago. The "O" in Odaje and its new logo embody this circular and inclusive vision.
Recycling is one of the new cornerstones of Odaje’s creative process.
We boast around fifteen boutiques across France, and we encourage all our customers to recycle by bringing in their old, worn-out shoes—regardless of the brand. Shoes are one of the most challenging fashion accessories to recycle because of materials like rubber, leather, or cotton. But with our partners in Portugal, we’ve found a solution to repurpose old shoes by grinding them into a powder that is injected into rubber to create soles. So, there are little pieces of our customers’ old shoes in our soles.
Tell us about Odaje’s Spring-Summer 2024 collection.
We’re offering sneakers and a variety of city shoes: flat or heeled sandals, espadrilles. The idea is really to create excellent products across all trending footwear categories, always with a mix of materials and shades that are part of our DNA.
What are your goals for this new chapter in your history?
Clearly, international growth, which currently represents 20% of our turnover. There’s huge growth potential in exports, whether through our e-commerce site or our wholesale reseller channels. We have 130-140 resellers worldwide. We’re also focusing heavily on retail. This year, we opened two new boutiques in Paris, one in Rennes, one in Nantes, and another in Strasbourg. That’s five stores this year, and there’s likely to be a sixth. For a small brand like ours, it’s a great dynamic.
Is this your first time at Who’s Next?
No, we participated at the very inception of M. Moustache twelve years ago to introduce ourselves to the industry. Like many, we paused after Covid, reassessing the future of wholesale. We repositioned the brand, and now we’re back with Odaje!
Après deux jours de salon, quel est votre ressenti ?
On s'aperçoit que les acheteurs sont séduits par Odaje, ils sont en demande de nos modèles, les revendeurs aussi. Ils ont des taux de sortie excellents avec nos produits. On est vraiment super content, l'accueil est très bon. On est sur de vraies belles croissances et de vrais beaux résultats.
Que peut-on vous souhaiter pour cette nouvelle édition ?
Plein de sourires, de rencontres et de questions !
Founded two and a half years ago, Chou au Carré offers upcycled accessories made in France using fabrics from major fashion houses. For founder Victoria, the brand was a natural fit.
Modern and elegant shoes, a sustainable vision, and a manifesto for responsible and positive fashion. Welcome to Odaje. Meet Alexis, the Commercial Director of this footwear brand.
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