Mochi launches MTV Roadies footwear

Mochi has teamed up with MTV to launch

exclusive ‘MTV Roadies shoes’ at its stores. The range is designed by the Roadies duo, Bani and Rannvijay. The shoes are designed keeping comfort and the ‘right’ attitude in mind. The concept of Roadies has been translated through the shoe designs. Commenting on the collection, Alisha Malik, Brand Manager, Mochi said, “Mochi, The Shoe Shoppe was launched a decade ago as a response to the fashion needs of the Indian youth. As one of the fastest growing footwear brands in India, Mochi is known to have successfully captured the irreverent attitude and exuberance of Gen X in its products, be it fashion formals or trendy Indian footwear. This association with MTV Roadies is an extension of our endeavour to reach out and connect with the ever-changing youth.”

“MTV Roadies by Mochi, a fusion line, is designed keeping in mind the latest trends and preferences of the cosmopolitan Indian. The range is fun, dynamic and stylish capturing the pulse of effervescent youth,” she added.
Further explaining the concept, Sandeep Dahiya, Sr Vice President, Consumer Products -Viacom18 Media says, “The style expression of today’s youth extends from head to toe. With the launch of Roadies footgear, we now cover the two ends of their style spectrum -- from helmets to footwear. Given Mochi’s expertise and vast presence across the country and Rannvijay and Bani’s distinct style expressions, we’re confident of the Roadies footgear range doing exceptionally well.”

MTV is also planning to enter the branded retail counters with its apparel and personal care line of perfumers, deos and even condoms range. Viacom 18, which owns MTV, is currently scouting for an established apparel manufacturer with a retail presence to tie up with.