Launched in 2004 by Sebastien Kopp and Francois Morillon, Veja project aimed to create an economical, ecological and social difference, using advanced technologies.
Supported by artists and the new wave of digital natives, Veja is 10 years old. From a crazy adventure it became a company and a brand.
One of its best player was interviewed by C.L.A.S.S.
C.L.A.S.S.: Who is Veja and what does it stands for?
FRANCOIS: Veja means look in Brazilian, it is an invitation to look beyond fashion products, discover what is the real story behind.
C: how did you create it, challenges and how did you overcome theam, how didi you make it happen, what is unique about it?
F: 10 yrs ago we decided to create sneakers that have positive impact, both socially and environmentally. We set up a fair trade supply chain for rubber and cotton in BRAZIL. That has been growing since then. Today we eork with 110 rubber tappers in the Amazon forest and 800 cotton framers. All our shoes are made in southern Brazil in a factory with good working conditions. We have produced more than a million pair so far, and we keep growing.
C: how do you communicate its uniqueness?
F: We rely on people intelligence.social media, press and worth to mouth are our key communications tools. In the end, our client turn out to be our best ambassadors like Marion Cotillard, who is always using our trainers without us having to send her single pair!
C: Where we can find Veja?
F:Veja is sold in a selective network of shops around the globe: Colette, Le bon marchè, Mercì (Paris), Dover sreet market (London), Edifice (Tokio) and of course online on our e-shop
veja store
In 10 years, the Veja team proved that it was possible to rethink how sneakers were made.
Using organic cotton for the canvas,? wild rubber from Amazonia to create the soles, working directly with small farmers,? creating new & innovative ecological fabrics, produce the sneakers with dignity? and so build a new kind of company?..
