The story of Veja sneakers

Why is Veja so popular?

Veja is a French footwear and accessories brand Set up by two Frenchmen, Sébastien Kopp and
François-Ghislain Morillion, who had a dream to produce a more environmentally friendly trainer,
the brand has become one of the biggest success stories in sustainable fashion. It’s shoes are
made with high-quality recycled materials but the fascinating fact is that Veja was the first
sustainable sneaker brand in the world, making way for other popular kicks like Allbirds.

Meet
Veja, the
world’s
most
humane
sneaker brand
Veja trainers have been a wardrobe staple amongst the fashion set for a while now. Veja brand
was supplying shoes to 1,800 stores in 45 nations as of October 2018.
In 2017, they made $21 million from the sale of 550,000 pairs of shoes and there were
employed 180–190 individuals in 2020. But how did the brand
achieve such popularity? It was founded in 2004 when Sébastien
Kopp and François-Ghislain Morillion meet with organic cotton
farmers in North Brazil and wild rubber tappers in the Amazon
(Seringueiros) to establish the production chain behind Veja in
Brazil. In February 2005, the company made its first official
launch in Paris. In 2006, the company developed their first
collection using vegetable-tanned leather and just two years later
began its expansion London, opening its studio there. Observing
unprecedented advancements, the organization started its latest
waves of partnerships, starting with Regina Dabdab. Professor
Greg Asner's aerial maps documenting forest cover and biodiversity in tropical forest
ecosystems served as the company's inspiration for a small capsule collection of printed
sneakers that was published in 2013. . Everyone from stylish royals, including Kate
Middleton and Meghan Markle, to fashion It-girls (like Emily Ratajkowski, Emma
Watson and Katie Holmes) have been spotted wearing trainers with the signature 'V' on
the side by the end of 2019.

'Vay-a'? 'Vay-ja'? 'Vee-ja'? Which is it? 

According to the brand's website, "Veja," which is Portuguese for "look," is a
reference to the company's commitment to "seeing beyond the sneakers, looking
at how they're manufactured. Their producers stated:” Yes, the Veja brand is all
about openness, fair trade, and using organic products. As for how to pronounce
'Veja' properly, the correct way is 'Vey-ja' (where you sort of roll the 'j')

What are Veja trainers made of?

Veja works in the North-East of Brazil with a co-operative of organic cotton farmers. Over 320
families have adopted the agro-ecology farming model. Cotton and food crops are cultivated
without chemicals or pesticides. Veja buys organic cotton at around twice the market price.
Since 2006 Veja has used vegetable-tanned leather. Vegetable-tanned leather is a chrome-free
leather tanned with organic compounds only. Veja uses waterproof mesh on the solesof the
sneakers. It takes three recycledplastic bottles to make a pair of shoes.Bottles are collected
from the streets ofSão Paulo and Rio de Janeiro. But, one out of every three Veja trainers
made is vegan. In addition to their versatile canvas range, they also offer leather
substitutes. Rather than using plastic, which contains 99% petroleum, Veja uses
something called CWL to make some of its vegan styles.
What are the most popular types of Veja shoes?
Veja offers nearly 20 different styles of women’s shoes to choose from, with the V-10
and Esplar designs (the two that I purchased), as well as the V-LOCK and Campo
styles being some of the most popular options.
Veja brand under fire for high prices.
With prices starting at £75 and ranging up to £150 for their main range (and as steep as
£245 for designer collabs), Vejas are more expensive than many other high street
trainers, but are they worth it?
 If you're browsing the various styles, you'll notice that some of the options aren't
leather, which might make you ask why they're so expensive? Well, it all comes
down to the production process. Veja says its trainers costs five times more to
produce than other big brand sneakers for a few reasons: they use fair trade
and organic raw materials
 the trainers are more economically equitable for all parties involved in the
production chain
 they invest in research and new technologies

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In short, while you're paying a premium price for quality materials, that will last you
for years to come, you're also supporting a business that has a broader social mission
for positive change.