In a groundbreaking move that has captivated audiences across India, Mihir Joshi—a passionate collector and sneaker enthusiast—is launching India’s first-ever show dedicated entirely to sneaker culture. The highly anticipated series, Just Talk Sneakers, is set to air on Zee Café. It promises to delve into the fascinating world of sneakers, addressing the questions of what sneaker culture is all about and aiming to mainstream this growing fashion phenomenon.
Since his childhood, Mihir Joshi has exhibited a penchant for collecting, starting with comics at the tender age of 10. Over the past five years, this passion broadened to include an impressive assortment of sneakers. Unlike other sneaker aficionados, Joshi is transforming his fascination into a community endeavor designed to educate and unite sneaker heads through his unique platform. He shares, “A lot of people are asking, ‘What is sneaker culture all about?’ This show hopes to explain that over eight episodes.”
The format of the show is innovative, consisting of two main segments. The first segment features interviews with prominent guests ranging from actors to YouTube stars and influential content creators. Opening with actor Tanuj Virwani, the series sets the tone for a diverse range of discussions and showcases enviable sneaker collections, like that of Virwani’s, which Joshi assures will leave viewers astonished.
In the second segment, Joshi demystifies various elements that have contributed to the burgeoning sneaker culture. He provides insights on the connection between basketball, hip-hop, and sneakers, defines terms such as “streetwear,” and explains the concept of resale. Each episode promises to be a deep dive into these interrelated aspects, offering viewers an educational journey into why sneakers have become such a cultural cornerstone.
The show is not merely an exploration of sneaker fashion; it is a community-building venture that Joshi has poured his heart into. He notes that his habit of building communities around his passions seeded the idea for Just Talk Sneakers.
. He expresses his desire to locate and connect with people who share his enthusiasm for sneakers, emphasizing that “the sneaker community has exploded.”
Joshi believes that by bringing sneaker culture to television—a medium with a large and diverse audience in India—it becomes accessible to a broader range of people. With the landscape of consumption rapidly evolving, there’s a massive demographic still engaged with television content. By tapping into this audience, the show intends to usher sneaker culture into mainstream acceptance.
Sneaker culture in India is often perceived as prohibitively expensive, a point that Joshi is eager to address and challenge through the program. While there are indeed sneakers priced exorbitantly high, Joshi clarifies that being a genuine sneaker head does not necessarily mean shelling out tens of thousands of rupees. He asserts, “You can get them for as little as Rs 5,000 on shopping apps like Myntra or VegNonVeg. Those who are buying shoes for Rs 1 lakh are a small subset of the culture.”
The show also shines a light on the remarkable entrepreneurial spirit flourishing among India’s youth, who are embracing this subculture with open arms. Youngsters between the ages of 16 and 24 are not only adopting sneakers as a style statement but are profiting significantly by reselling them. Joshi acknowledges that for many parents, the idea of making a living from sneakers might seem far-fetched. However, through Just Talk Sneakers, he seeks to validate the pursuit as a viable and legitimate career path for the new generation.
By the end of its initial run, Just Talk Sneakers aims to dismantle misconceptions and shine a spotlight on a vibrant community that has taken social media by storm. With compelling stories and influential guests who are all contributing to the sneaker narrative, the series is poised to be more than just a show about shoes; it is a cultural commentary on an evolving fashion movement. Through this innovative platform, Mihir Joshi hopes not only to educate but also to inspire and authenticate the stories within the sneaker culture, making it an integral part of Indian fashion discourse.
