M.Moustache
M.Moustache is a French footwear brand founded in 2012 by Antoine Vigneron, Guillaume Alcan and Thibault Repelin, which renamed itself Odaje in 2024. It makes sneakers, city shoes and socks for women and men, designed in Paris.
| Founded | 2012 |
|---|---|
| Founders | Antoine Vigneron, Guillaume Alcan, Thibault Repelin |
| New name | Odaje (since 2024) |
| Certification | B Corp (2024) |
| Resellers | About 300 |
| Website | odaje.com |
What is M.Moustache?
M.Moustache is a French shoe brand launched in 2012 by Antoine Vigneron, Guillaume Alcan and Thibault Repelin, who remain its majority shareholders. In September 2024 the brand changed its name to Odaje, meaning Ode to Joy, and introduced a new logo with a more premium look.
History
The company began with men's shoes and added women's models in 2014. Women now account for the majority of its customers, which the founders gave as a key reason for dropping the original name. The business became a mission driven company in 2023 and gained B Corp certification in 2024.
Products and positioning
The range focuses on sneakers and city shoes for women and men, complemented by socks. The brand designs its products in Paris and emphasises recycled and eco responsible materials, with mid-market pricing.
Distribution
The brand works with around 300 resellers, and exports, mainly to the United Kingdom, Switzerland and the Netherlands, make up about a fifth of its business. Its fifteen boutiques and corners in France were converted to the Odaje name in 2024, alongside its online shop.
Why it matters
The move from M.Moustache to Odaje is a clear example of a French footwear label repositioning its brand to match a changed customer base and a sustainability led mission.
Frequently asked questions
What happened to M.Moustache?
In September 2024 M.Moustache changed its name to Odaje, with a new logo and its stores converted to the new name.
Who founded M.Moustache?
M.Moustache was founded in 2012 by Antoine Vigneron, Guillaume Alcan and Thibault Repelin.