Ludic is a new D2C brand in the growing category of niche consumer brands targeting today’s Gen Z consumer. Just like other D2C brands like Comet, Chek, and Gully Labs before them, this shoe brand also speaks directly to the youth by offering a highly differentiated product.
The DS Moto shoe is aimed at the young biker. It looks and feels like a cross between a biking shoe and modern keds. And no, this isn’t for the performance or serious biker. It’s designed for the commuter and recreational biker who wants footwear that looks good, is comfortable and functional, and can be used for daily commuting. This means it doesn’t have a metal/carbon toe protector, fire-retardant fabric, Gore-Tex waterproofing, or ankle support. Instead, it looks like a regular casual shoe built for functional purposes, similar to an Adidas classic or Onitsuka Tiger.
The brand has bundled a host of goodies for the young consumer. Inside the box you’ll find a nifty clip-on toe protector, plus stickers of iconic F1 circuits (the same designs are also integrated into the outsole, making for a great talking point with friends). The rubber outsole grips well too. Don’t expect Adidas Continental tyre-level outsole grip in their performance shoe range (though a collab with a tyre brand would actually be a brilliant idea for Ludic, maybe a limited-edition drop with some tyre brand which has bikes from the MotoGP circuit), but it’s functionally more than adequate for daily wear.
The insole is basic and spongy, similar to what you get in other shoes aimed at recreational users. Don’t expect performance-shoe-level insoles like those found in running or gym trainers, but you can always swap them out with third-party performance insoles available online. The inside lining of the upper is nice and comfortable and doesn’t cause shoe bite, even though these are narrow-toe shoes. If you have wide feet or need a wide toe box, these aren’t for you. For those with average toe boxes, I recommend sizing up (I usually wear UK 9 in formal and performance running shoes, so I went with UK 10).
The shoes are great for all-day wear. There’s also a black colour option that fits almost every occasion, perfect as work shoes if your workplace doesn’t have a strict dress code. They pair well with both jeans and trousers.
The lacing is of good quality and holds a firm knot that doesn’t come undone even after a full day of wear. The outer upper has a suede-like appearance but isn’t actual suede, it doesn’t stain easily and cleans effortlessly. They also include an extra pair of laces in the same fabric but in a contrasting colour. For example, the black shoes come with black laces by default, but you also get a red pair to make the shoes stand out when you’re partying versus staying discreet at work.
Overall, the Ludic DS Moto is a great attempt at a differentiated offering at a very reasonable price of ~Rs. 5,000, especially for anyone doing daily commuter biking.
Price: Rs. 4,999
Link: https://ludic.life/collections/ds-moto
