PEAKLIFE

PEAKLIFE gets in conversation with Arvind Bajaj, Founder, Ezok – India’s premier leather shoewear brand for men.

Designed and crafted in Italy, Ezok is one of the leading men’s footwear brands today, spearheading India’s premier leather shoe wear fashion for men. From daily use to special occasions, the brand is renowned for its extensive catalog, eco-friendly packaging, and certified 100% genuine leather. Crafted with utmost attention to detail (peep their soles!), Ezok is the inception of Arvind Bajaj. With a vision to bring to market both quality and style to men’s wardrobes, “EZOK is the result of a perfect combination of passion and determination.” says the founder.

In conversation with the entrepreneur, PEAKLIFE explores the brand’s inception, journey through the pandemic, future plans, and more:

1. Starting off, how did Ezok come to be? What is the concept behind it?

For more than three decades we have worked with the top brands to provide the artisan know-how that symbolizes the best shoemakers in our region. Our manufacturing facility in Agra perfectly and truly integrates conventional craftsmanship techniques with state-of-the-art technology and innovation. After gaining expertise and being in the business for over three decades, we thought of taking a chance and launching our own brand – a complete design-to-dispatch brand. The menswear segment in India’s footwear industry has taken a quantum leap in the past few years thanks to the entry of many new-age brands along with foreign brands. While we found many gaps and missing links in quality and well fitted shoes in India, most of the international brands are too expensive while the local brands are low on quality. The economically priced retailers do not understand the term ‘quality’ and this gap is widening in the Indian market. So, we pivoted and launched our brand.

2. What would you say is the USP of the brand?

EZOK is the result of a perfect combination of passion and determination. As manufacturers we are known for our quality craftsmanship, we manufacture footwear that will take you to the top of high fashion. The biggest USP of EZOK is the skill to offer stylish designs at a hugely competitive price. Having spent 30+ years in the shoe business, we know the right price and have the right manufacturing capability.

3. Ezok is one of the only men’s footwear brands that is bridging the gap between fashion and sustainability. How important is this ethical notion for you?

As a company we work passionately and tidily, paying attention to the smallest details, and working with enthusiasm to achieve more aspiring goals. The idea to launch EZOK originated from the need to address the issue and educate the consumer of the value and importance of an eco-friendly and sustainable product. To bring an end to chemically processed leather articles that are harmful for our skin health as well as for the environment, the mission is to cater consumers with comfort and style and bespoke tailoring in a standard price range with sustainable products.

4. Considering the pandemic, how have you seen the consumer demand change over the course? Are there any specific trends you would say are here to stay in the new normal?

In respect to dressing, the pandemic has accelerated the casual dressing trend globally. People are moving away from more formal wear, having casual Fridays not only on Fridays but from Monday to Sunday. On the other hand, we should not forget that it was a temporary setback to dress up for occasions. Weddings and travel (business meetings) got canceled and postponed. Surely, athleisure and casual-wear trends have seen a huge acceleration over this pandemic.

In terms of branding, I believe brands and companies that would invest more in digital, more international, able to invest in sustainability, and are in close relationships with consumers through modern technology, through social media, and through all the innovations would be winners.

5. Could you tell us a bit about your future plans for Ezok? Are you keen on venturing into offline retail soon?

Definitely, yes! We would have created enough offline presence had it not been for the pandemic, which has forced us to stay digital for a while. We are in the process to set up offline retail and in talks with a few multi-brand outlets and retail chains. We have signed up with all the major portals and as a company would be focusing on both the channels – on and offline. We are in the process of exploring the right retail partners to enter the phygital mode for the next phase of the growth trajectory. Presently, our focus is on positioning the brand in the market as the Indian consumer has a distinctive choice but wants a durable and quality product.

6. Lastly, any word of advice for aspirants venturing in the same industry as you?

I work with my heart as much as with my head. So, all I would say is work passionately but smartly. Do pay attention to the smallest details, innovate every day to achieve more sustainable materials, and better products of the highest quality and success would be yours.