Veja

This week i had the pleasure of going down to the Veja show room to take a look at the collection for a/w 09 and to be educated by Beth and Aurelie (veja employees) on the quiet changes that Veja are trying to bringing to the sneaker game.

Many out there may never of heard of Veja, as it isn't your conventional sneaker heads shoe. Not a large amount money is used for advertisement, it isn't endorsed by any musicians or sports person nor does it get shed loads of attention over various blogs. But it is a shoe company to be talked about, as they look to rectify the problems we take for granted in terms of how shoe companies manufacture there shoes.

Originating in France in 2005. Veja prides itself in its high quality and principles of giving back fairly, to the environment and those that work for them un like some other brands out there.



Most of the designs of the sneakers in there range are very simple. With simple, clean side panels. With branding in the form of a V and branding on the heel patch. The designers have taken a similar simplistic approach as well in terms of materials used. Less is more is the feeling you get when looking at a lot of there range small pieces of suede, leather and canvas give the collections a nice touch.

In particular with regards to materials used, the cotton and leather which is used on there models are produced in co-operation with small producers across Brazil. Veja uses organic cotton and wild rubber to create trainers that respect both the environment and human rights.

This is grown by a cooperative of small producers in one of the poorest area in Brazil. 200 families live from organic farming. To compensate the world market price which is lowered by First World subsidies and is out of touch with the Brazilian producers’ real costs, Veja buys the cotton twice the market price.



The Amazon is the only place in the world where the rubber trees grow in the wild. Veja buys rubber to the Seringueiros with a premium. This fair payment allows them to live on rubber harvesting with dignity and to be less tempted by the financial opportunities of land clearing.

Video of the rubber being abstracted from a tree in Brazil.


The trainers are assembled in the South of Brazil, in a factory that respects workers’ rights and dignity. Each model of shoe in the various size is marked on the sole with details of how much is rubber was used for that particular sole. which adds a nice little personal touch to the shoes.



I'm in no position to stand on a morale high ground and preach about ethical this and poorly paid workers that, because I'm 100% sure by next week i would have purchased something which would have been produced by some one in another country under unacceptable conditions.
But it is nice to know people out there are thinking about such a problem and are trying to do something about it.

So if you like what you've seen or read.
Veja is stocked in various outlets around England a few being Oi Pollie, Selfridges, Poste and Oki-ni.



There are a few more models in the line so be sure to check the website out by just a click
or contact the Veja London team via email (press.uk@veja.fr)


Loving bntl like a fat kid loves cake.