VEJA Sneakers: The eco-responsible and minimalist solution?
Far from “Greenwashing”, the Veja sneaker has managed to impose itself thanks to its sleek look and strong values. Between ethics, ecology, and commitments, Veja reinvents itself, Veja seduces.
“To look”, a simple word that says a lot about the intentions of the Franco-Brazilian brand… Beyond its own name, Veja is committed and transparent. With its minimalist aesthetic, the brand has indeed made a prominent place for itself among trendy eco-urbanites. But Veja’s drive goes far beyond its design. Since its inception in 2004, the brand has placed ethics at the heart of its strategy.
Reinventing the iconic white sneaker through an eco-responsible approach is Veja’s motto.
One foot in commitment, one foot in design
If finding a responsible and design sneaker can be a challenge, the brand has made it its obsession. This guiding principle has propelled the brand onto the scene of the ethical fashion for over 10 years now.
Today, wearing a Veja sneaker means staying trendy while taking part in a commitment, that of representing and supporting eco-responsible fashion. Indeed, far from the codes and processes of FAST-FASHION, the minimalist white sneaker brand has taken the opposite direction. Fair trade raw materials, exemplary social model, environment, inclusion… Everything is well thought out. They have deconstructed a model to rebuild their own pattern. The result? An innovative, ecological and stylish sneaker.
And yet, with its 24 designs since its inception in 2005, the brand takes its time. “We take much more time to design our shoes than other major brands” says one of the creators on their website. But it is always with the aim of doing things differently and by systematically placing core values at the center of their ambitions that Veja succeeds in its challenge of creating a completely trendy and responsible sneaker.
© Veja
A stripping down
Transparency is indeed the foundation of Veja’s founders, François-Ghislain Morillion and Sébastien Kopp. Having fallen in love with Brazil a few years ago, these two Frenchmen have shed light on the initiatives of their own model. What is beyond the sneaker? How is it made? How are the workers paid? What materials are sourced? Veja plays on the credo of “stripping down”. The brand aims to reassure, involve, and even engage the consumer in this highly ethical and eco-responsible approach.
Wearing Veja goes beyond a simple intention to purchase. Stepping into the white sneaker means being part of a conscious community that wants to change things on its own scale.
Veja: innovation in the service of the sneaker
Reinventing the iconic white sneaker is the desire and motto of our two pioneers of eco-responsible sneakers. To do so, the start-up has deconstructed and reconstructed a traditional pattern through a thorough approach. And this determination also involves research and innovation.
As pioneers in the field of new materials and design, Veja knows how to step out of its comfort zone. The latest example is the CONDOR, the first “post-petroleum” running shoe, as they like to call it. With 53% of natural and recycled origin, the sneaker ingeniously combines biology and technology for unbeatable performance and style.
As for other innovative materials, the Franco-Brazilian brand is not to be outdone. From vegetable leather to materials made from corn residues, innovation continues! Upcycling is also highly valued: industrial fabric scraps, recycled organic cotton, or even plastic bottles, Veja focuses on the transformation of waste. The goal? To transform them into new materials. In fact, the social enterprise has been recognized as the first sneaker brand to use a fabric made from recycled plastic bottles, called B-Mesh.
© Veja
In other words, Veja continues to innovate and offer alternatives that are just as stylish and eco-responsible. The sneaker becomes more than just a fashion accessory, but rather a philosophy in which every conscious consumer can find themselves.
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