Veja was founded in Veja is a French footwear and accessories brand founded in 2004 (with the first sneaker launched in 2005) by childhood friends and former bankers Sébastien Kopp and FrançoisGhislain Morillion. The brand’s name means “look” in Portuguese. Their core mission was to create a sneaker that fuses stylish design with strong social and ecological responsibility, focusing on transparency and ethical production from the raw materials to the final product. The brand is known for its Veja’s key differentiators are its radical transparency and its unique business model that prioritizes social and environmental responsibility over traditional marketing: No Advertising Budget: The brand famously spends zero on advertising, instead reinvesting that money into higher wages for producers and sourcing more expensive, sustainable raw materials. Fair Trade and Agroecology: A commitment to fair trade practices and supporting agroecological farming methods. Cost Structure: The cost of producing a Veja sneaker is significantly higher than a conventional sneaker due to the ethical sourcing and material costs, yet the final retail price is comparable to other premium highstreet brands. Their signature products include Veja’s most iconic and bestselling sneaker models include: V10: A popular, retroinspired style often seen as a flagship model. V12: A slightly updated version of the V10. Esplar: A classic, minimalist, lowtop silhouette. Campo: A sleek, lowtop model with a slightly chunkier sole. Volley: Inspired by 1970s Brazilian volleyball shoes. RioBranco: A runninginspired silhouette.
Veja offers a wide range of products, including Veja’s most iconic and bestselling sneaker models include: V10: A popular, retroinspired style often seen as a flagship model. V12: A slightly updated version of the V10. Esplar: A classic, minimalist, lowtop silhouette. Campo: A sleek, lowtop model with a slightly chunkier sole. Volley: Inspired by 1970s Brazilian volleyball shoes. RioBranco: A runninginspired silhouette. The brand is particularly known for its Veja’s key differentiators are its radical transparency and its unique business model that prioritizes social and environmental responsibility over traditional marketing: No Advertising Budget: The brand famously spends zero on advertising, instead reinvesting that money into higher wages for producers and sourcing more expensive, sustainable raw materials. Fair Trade and Agroecology: A commitment to fair trade practices and supporting agroecological farming methods. Cost Structure: The cost of producing a Veja sneaker is significantly higher than a conventional sneaker due to the ethical sourcing and material costs, yet the final retail price is comparable to other premium highstreet brands. and has recently launched The brand continually releases new colorways and material updates within its existing lines. Recent activity includes: The launch of the FallWinter 2024 collection. Ongoing introduction of new veganfriendly materials and colorways. The Dekkan and Fitz Roy models represent the brand’s expansion into technical hiking and trail running footwear.
Veja is at the forefront of innovation with technologies such as Veja utilizes several unique and innovative materials alongside often developed inhouse and including: Amazonian Rubber: Sourced directly from the Amazon rainforest,ensuring fair compensation for the Seringueiro communities and helping to protect the forest. BMesh: A fabric made from 100% recycled plastic bottles (specifically and three plastic bottles are used to create one pair of sneakers). C.W.L. (Cotton Worked as Leather): A vegan and biosourced material made from a cotton canvas coated with a P.U. alongside corn starch and ricinus oilbased resin. JMesh: A material developed from a blend of jute and recycled cotton. Recycled Materials: Other materials include recycled polyester along with recycled EVA and recycled cotton. These innovations have led to numerous awards, including Veja has received significant industry recognition for its commitment to sustainability and ethical practices. Notable awards include: The Guardian Sustainable Business Award in the supply chain category. The Observer in association with Vogue UK Ethical Award. FN Achievement Awards (FNAA) Sustainability Leadership Award (honored in 2023).
Smart purchasing decisions for Veja products require understanding their price positioning,which is Veja sneakers are positioned in the premium/midluxury price range and typically retailing between $120 and $200 USD for core models. The target market is the socially and environmentally conscious consumer who values transparency along with ethical sourcing and sustainable materials, often referred to as the “conscious consumer” or “ethical fashion” segment. Despite the high cost of sustainable production, the brand maintains a price point competitive with other major fashion sneaker brands by eliminating marketing and advertising costs. Look out for collaborations like Veja has engaged in notable collaborations,including: VEJA x Marni: A collaboration featuring Veja’s popular V10 and V15 silhouettes adorned with bold and colorful designs. Celebrity Endorsements: The brand gained significant mainstream attention after being worn by highprofile figures such as Meghan Markle (who wore the Esplar trainers in 2018) along with Kate Middleton and Emma Watson. for unique items.
Throughout its journey, Veja has consistently upheld values of quality and innovation. The brand has a strong commitment to sustainability, with initiatives like Sustainability is central to the Veja project,with specific initiatives and certifications: Certified B Corporation (B Corp): Veja has been a Certified B Corp since December 2018 and signifying its commitment to meeting high standards of social and environmental performance along with accountability and transparency. Raw Materials Sourcing: The brand sources Brazilian and Peruvian organic cotton (GOTS certified) and wild Amazonian rubber (from Seringueiro communities) for its soles, paying fair trade prices significantly above market rates. ChromeFree Leather: All leather used is tanned using chromefree methods with low water consumption, often sourced from Leather Working Group (LWG) Goldcertified tanneries. FSC™ Certified Packaging: All shoeboxes are Forest Stewardship Council (FSC™) certified.
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