VEJA BRINGS TRANSPARENCY AND FAIRNESS: 180-DEGREE ROTATION FOR THE SNEAKER SECTOR
Sébastien Kopp and François-Ghislain Morillion are open to the great challenge. In the early 2000s they decided to reinvent the sneaker. Nothing more. "We decided to make sneakers because they symbolize our generation and era," they say. "At the same time, they are the product of the biggest problems that globalisation creates in terms of production, distribution and use". So reinventing the sneaker to make as much profit as possible was out of the question. Instead, Kopp and Morillion built two pillars for their new brand.
Design met with social responsibility - and in 2003 shipped the two directly to Brazil. Basic work. To create the basis for a direct supply chain, they first met with cotton farmers in the north and then with rubber taps in the Amazon. Kopp and Morrillion wanted to turn the sneaker business upside down, create transparent delivery channels, treat their suppliers fairly and live up to their responsibilities to society and the environment with their brand. Plan drawn up, company founded. In February 2005, the two presented to the public at the Palais de Tokyo in Paris what they had been working on for years. Veja was born.
VEJA: FAIR X SUSTAINABLE X CONSCIOUS
The material. Veja's production circle is aligned to it. The rubber for the soles of their sneakers is therefore sourced directly from seringueiro communities in the Amazon. On the one hand, it ensures that those who perform a large part of the work also receive a fair share of the yield. On the other hand, the direct route saves water, emissions and energy. For this purpose, the brand uses organic cotton purchased directly from its Brazilian producers. Veja, on the other hand, does not use leather. The brand replaces heavy metals such as chromium, a traditional tanning agent, and only tan its leather organically. This prevents metallic contamination of the groundwater. No Veja articles without environmental considerations. This is why the fire also looks down on the streets of Sao Paulo and Rio de Janeiro. From the plastic bottles collected there, she produces waterproof mesh for the soles of her sneakers, using three recycled plastic bottles per pair. Small shoe, big impact.
VEJA AT KELLER X: SIMPLE SNEAKER STYLE FROM FRANCE
Just looking at one's own responsibility would put Veja in a bad position. The second pillar was missing. Veja products need both an awareness of social and ecological issues as well as an eye for one's own appearance. This is what Sébastien Kopp and François-Ghislain Morillion once wanted. That's how the brand still works today. That's why Veja takes longer than other companies to create his designs, but doesn't overdo it with his pencil. Simple street style beats an obtrusive cry for attention. In the Veja shop you can get simple, stylish sneakers with an unmistakable silhouette in unobtrusive colours. The big "V" on the side always serves as a style seal. In addition, there is a discreet lettering on the verses. Enough. Sufficient. Everything said. Do you feel like it? You can get Veja online at Keller x. In the Veja shop you can get the minimalist styles that look just as good in the office as at a relaxed dinner with the best or a tour of the city.
VEJAS AWAY INTO THE PUBLIC EYE: WITHOUT ADVERTISING, BUT WITH DUCHESS
Save unnecessary expenses in order to be able to support necessary concerns more intensively. At Veja, the idea has long since left the planning cocoon. Instead of advertising, the brand prefers to invest in its materials and products. The French found out that the big brands invest about 70 percent of their expenses in marketing. Too much, they thought, and cut the advertising budget completely. Veja does not spend a single cent on advertising. An opportunity.
In this way, the brand can concentrate its budget on its production without ultimately sending hardly affordable products to the Veja dealer. Five to seven times more money is needed to produce Veja's offers, given the social and environmental measures. The cost in the store? No higher than for other brands. This is made possible by the absence of advertising. Especially since it is no longer necessary anyway. The news of the fair sneaker has spread so intensively that even Meghan Markle, now Duchess of Sussex, wore a pair of Vejas. Her choice fell on the Veja V-10, one of the brand's most popular styles.
DISCREET ELEGANCE À LA VEJA
The simple makes it easy for you. Instead of looking for the exact matching pattern, the exact matching colour combination, it rounds off your outfit discreetly and stylishly. That's exactly what Veja has perfected. The understated styles go just as well with jeans as with chino or skirt. Hoodie? Sweater? T-shirt? Shirt? Anything possible. Even for the more sophisticated occasion, which you would like to loosen up with a relaxed pair of sneakers, Veja's offers are suitable.
VEJA X NORSE PROJECTS X LACOSTE
Simple parkas, monochrome sweaters, hoodies and shirts. Norse Projects brings Scandinavian understatement to the street, Veja French design art into your sneaker collection. A style alliance, straight from the sky. Which doesn't mean you can't stay in France completely: combine "V” and crocodile. Because relaxed styles from Lacoste are no less suitable for a joint street catwalk trip with your Veja sneaker.