Veja – Under The Scope
Unless you have been hiding under a rock for the past few years it would be very hard to miss the rise in popularity and demand for Veja trainers. Established in 2005 by French childhood friends Sébastien Kopp and François Morillion, the conception of Veja was inspired by an intention to ‘rethink the creation of a popular production’ after witnessing the dark side of globalisation following their travels to Africa, Asia and South America.
The French brand has made it their agenda to make footwear as responsible as possible, with one foot in design and the other in social responsibility, the French brand has disrupted the sneaker industry with their innovative, stylish and contemporary designs. The hype around Veja shows little sign of dying out, especially now that the demands and expectations of consumers are changing. But what is it about Veja that we all love?
Firstly, it may seem premature saying this, but their shoes have become that staple classic that we just can’t stop wearing. Compared to the big cats in the industry Veja has managed to make a major impact in a shorter period of time. And what makes it even crazier is that they use no form of marketing or advertising whatsoever! Rather than investing in advertising and marketing, the brand has made the conscious decision to invest those costs into the research and development of production for their trainers and to fund social projects. Also, by not paying for adverts customers are able to buy the trainers at an affordable price, as production for a pair of trainer cost five to seven times more in comparison to other brands. Which leads us to the second reason as to why we love Veja.
They are ethical and all about making the world a better place as stated by the duo that they are ‘making what we want the world to become.’ Veja is completely transparent with their whole operation, from how much their labourers are paid to how a pair of Veja’s are made. The word Veja is Brazilian for ‘look’, Kopp and Morillion want to push the notion to look beyond the sneakers and look how they are made. The founders have vouched to avoid using chemicals, making each trainer from sustainable and ecological materials, including organic cotton, wild rubber and recycled polyester.
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