Footwear has long shed its role as a mere protective layer for the feet. Today, it stands as a powerful marker of identity, style prowess, and indulgence, especially in the hands of the designer who balances the line between functionality and finesse. While several homegrown brands are redefining Indian footwear through craftsmanship and creativity, OCEEDEE stands apart by marrying sculptural elegance with contemporary design aesthetics to speak to today’s confident and style-conscious woman.
We sat down with Neha Kumthekar, the visionary behind OCEEDEE, to delve into her journey of building a bridge-to-luxury footwear brand. From navigating a decade in the luxury fashion industry to launching her latest campaign #NothingToProve, our conversation unravelled the brand’s more profound philosophy: Footwear isn’t just about functionality, it’s a celebration of confidence and comfort in every form.
FL: It has been a decade since OCEEDEE first stepped into the world of luxury footwear. Can you take us back to the early days – what inspired the brand’s launch, and what was the vision back then?
NK: When OCEEDEE was launched a decade ago, it emerged from a bold vision to offer the Indian consumer a homegrown brand that offers unique, exquisite, and contemporary designs handcrafted in high-quality leather that are at par with the global standards at an accessible price point. On one end of the market spectrum were fast fashion brands that catered to the masses, while the other end included several international luxury brands that were typically designed keeping the Asian or European client in mind. Anshul Sood, my co-founder, and I recognised this gap, and questioned why, when India is the second largest manufacturer of footwear and has the best of everything, there isn’t a homegrown brand in the market? We were deeply influenced by the artistry of Indian shoemakers but wanted to package that craftsmanship in a design language that was clean, elegant, and cosmopolitan, something missing in the Indian market.
FL: Over the past 10 years, how has OCEEDEE evolved, both as a brand and in terms of design philosophy?
NK: Over the past decade, OCEEDEE has undergone a thoughtful and steady evolution, staying true to its core values while expanding its reach, refining its aesthetic, and deepening its commitment to conscious craftsmanship. We have always believed in offering a design language that balances function, comfort, and style. Customer data has been instrumental in understanding the needs of the market and grooming our design language to balance form with function.
FL: OCEEDEE is deeply rooted in craftsmanship, comfort, and conscious design. How do you balance these values while creating fashion-forward footwear for the modern woman?
NK: The 3 Cs – craftsmanship, comfort, and conscious design form the core of design DNA at OCEEDEE. Craftsmanship comes first. We have an in-house team of skilled artisans who have honed their techniques over generations. Comfort for us is never an afterthought. We have always believed in offering fashion without compromise, which simply means shoes that just don’t look good but also feel good. Conscious design ties it all together. We make deliberate choices about materials – ethically sourced, cruelty-free leather, exploring sustainable designing and manufacturing techniques, and minimising waste through made-to-order production models.
FL: Your new campaign, #NothingToProve, is bold, powerful, and deeply resonant. What was the driving force behind this concept?
NK: OCEEDEE has always been about more than fashion – it’s about confidence, comfort, and self-expression. The #NothingToProve campaign is a direct reflection of the OCEEDEE muse – women who own their individuality and express their personality without filters. There’s power in being content with who you are, and that’s the spirit we wanted to highlight.
“#NothingToProve is a powerful reminder that our worth isn’t determined by external validation but by our own beliefs and actions.”
FL: In a time where brands often feel the pressure to conform, this campaign breaks away from the noise. Was that intentional?
NK: In today’s age of social media, most brands change their narrative to chase the constantly evolving algorithms and get caught up in the pressure to conform. We didn’t want to add to the noise; we wanted to create a campaign that cuts through it. The idea behind this campaign was to empower women who are tired of the constant pressure to prove themselves in ways that aren’t authentic to who they truly are. By tapping into a message of quiet confidence and self-assuredness, we hoped to create a space where women can pause and reflect on their power, without feeling the need to shout louder than anyone else.
FL: Conscious luxury is no longer just a buzzword. How does OCEEDEE interpret sustainability in the luxury footwear space?
NK: I find the word ‘conscious’ quite forgiving and hope ridden. Being conscious is very simple – to just take a pause, look around, inspect, ask questions, and figure out the way you can contribute to a world which is kind to nature and kind to people. As a startup, there is always a resource crunch, and what started as small steps is now giving us an opportunity to be more vocal about our actions and the strong impact they create. This is a work in progress, and we believe in being transparent and taking small steps towards being more sustainable by collaborating with industry experts and making a difference one day at a time.
“For us, authenticity isn’t just a buzzword – it’s a value we’ve consistently nurtured in the way we design, produce, and communicate with our audience.”
FL: OCEEDEE has solely worked on footwear uptill now. What inspired the move into accessories, and how did you approach expanding into this new category?
NK: The decision to expand into accessories was a natural evolution for us, driven by both customer demand and the desire to offer a more holistic, elevated experience to the modern woman. Footwear has always been our core, but over the years, we’ve noticed that our customers’ interests in complementary pieces have evolved to align with their sense of style and values. As we listened and observed, we realised that our focus on purposeful, elegant design could be translated seamlessly into accessories. We wanted to make sure that each new accessory felt like a natural extension of our brand identity. Our first handbags collection is designed with the same ethos, offering form with function and the same attention to detail that goes into our footwear. At the heart of this collection lies our signature monogram – a visual tribute to the modern woman.
FL: What can we expect from OCEEDEE in the near future – new styles, retail expansion, or perhaps more bold storytelling?
NK: The next decade is all about staying true to our roots while embracing innovation and making sure that every step of that journey is purposeful, authentic, and meaningful for the women who choose OCEEDEE. From sculptural heels to minimalist flats, the designs will continue to celebrate craftsmanship while being unapologetically forward-thinking. We expanded our offline footprint last year with our first store in DLF Avenue Saket in Delhi. We are looking to further expand our physical retail presence with a strong focus on creating immersive, experiential environments that reflect our brand ethos. Lastly, while our primary focus will always be footwear, we’re exploring the possibility of expanding into accessories like bags, leather goods, belts, etc, that align with our vision, offering our customers a more complete OCEEDEE experience.
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