Why is Veja So Popular?
Since 2005, VEJA has been redefining sneakers with a unique approach, focusing on social projects, economic justice, and ecological materials. Now, VEJA is available at vitruta! In this article, we’ve highlighted everything that makes the brand stand out—from its pronunciation and social responsibility initiatives to its transparency standards and carbon footprint reduction efforts.
REFUSING TO CHOOSE BETWEEN DESIGN AND SOCIAL RESPONSIBILITY
Founded by close friends Sébastien Kopp and François-Ghislain Morillion, sustainable sneaker brand VEJA has been crafting sneakers differently since 2005—blending social projects, economic justice, and ecological materials.
While we’ve heard various pronunciations, VEJA is pronounced just as it’s written. The brand is also one of the rare producers to hold a B Corp certification. To earn this prestigious certification, companies undergo rigorous assessments in areas like revenue distribution, supply chain, team welfare, environmental performance, and governance.
In Portuguese, "VEJA" means "to look," which perfectly aligns with the brand's philosophy. VEJA invites its customers to look beyond sneakers—into the ethos and processes behind their production.
VEJA's sustainability philosophy and efforts can be summarized under the following key pillars:
1- TRANSPARENCY
VEJA’s transparency criteria consist of around ten key questions, focusing on topics such as material usage, fair working conditions in production, and logistics.
VEJA sneakers are priced higher than products from leading sneaker brands because the company emphasizes fair trade, uses organic raw materials, and strives to ensure economic equality for all parties involved in the production chain.
2- CARBON FOOTPRINT
Unlike many companies that exclude their supply chains from sustainability strategies, VEJA goes further by conducting thorough research on its CO2 emissions to enhance credibility. The brand strongly believes in data and measurement, viewing these as essential for true transparency.
VEJA employs various practices to reduce its carbon footprint: increasing the use of ecological leather, reducing leather content in collections, incorporating recycled fibers, utilizing clean and renewable energy for production, and eliminating air freight.
In June last year, the brand launched a project to repair worn-out sneakers, giving them a second life. This initiative aligns with VEJA’s mission to combat fast consumption and extend the lifespan of its products in today’s throwaway culture.
3- BETTER MATERIALS
In addition to using Fair Trade and organic materials, VEJA transforms waste into innovative materials. It was the first sneaker brand to use fabric made entirely from recycled plastic bottles. Various recycled materials are incorporated into their products, including an upcycled material derived from corn as an alternative to leather.
Trends increasingly highlight the importance of developing vegan alternatives to leather. However, it’s crucial to ensure these alternatives don’t rely on petroleum-based materials. For this reason, VEJA avoids using plastic-based options, staying true to its commitment to sustainability and innovation.
4- HUMAN VALUE
VEJA places great importance on positively impacting workers and labor ethics, both in its production facilities in Brazil and distribution in France. The brand also donates a portion of its cotton purchases to platforms focused on improving workers' conditions.
5- COMMUNICATION AND MARKETING
VEJA takes a firm stance against traditional advertising campaigns. Instead, the brand has adopted an educational and informative approach. They openly share the entire pricing process on their website, providing detailed information about cotton and other materials to their customers.
