Upcoming Trade Shows Paris, France for Shoes

If we’re to better understand the Paris shoe industry, we have to talk about specific brands and one of the more interesting stories in the Paris fashion scene is found in one of the youngest, but certainly not less beloved brand M. Moustache. With only 12 years under its belt in one of the most competitive footwear markets in the world, the brand has been able to thrive and now enters a totally different era that comes with a major rebranding. Founded in 2012 by three school friends, Antoine, Guillaume, and Thibault, the brand quickly rose to prominence for its playful yet refined designs. The rebrand to Odaje should be seen as a step above a mere cosmetic change as the brand shifts toward environmental responsibility, greater inclusivity, and international appeal. For one, the ideal customer has changed with three out of every four people being women, which has rendered the name M. Moustache redundant. The founders also explain that exports make up a fifth of the company’s turnover, which made it necessary for the brand to connect with international audiences. The new name as well as the new circular logo also communicate a stronger viewpoint and core values that place importance on pushing fashion to be more circular and planet-friendly. Sustainability is the bottom line. The company recently achieved B-Corp certification, placing it among a growing number of fashion brands held to rigorous standards of social and environmental performance. One of Odaje’s standout initiatives is its shoe recycling program. Customers can return any brand of worn-out shoes to Odaje’s stores, where the components are ground into powder and repurposed into rubber soles. The initiative is also, in a way, very poetic as each new pair of shoes carry a piece of the brand’s customers.