Veja, a French brand founded in 2004, has redefined sneaker production by focusing on ecological materials, fair labor practices, and transparent operations, achieving global success without traditional advertising. The relaunch of the iconic Volley model underscores Veja’s commitment to combining retro-design with modern sustainability, inspiring a shift towards ethical fashion in the industry
Words DILETTA MARSILI
In the increasingly crowded sneaker landscape, standing out with a unique proposition is a formidable challenge. However, Veja, a French brand founded in 2004, has managed to distinguish itself not only through the design of its shoes but, more importantly, through its business philosophy centered on sustainability and social equity. Founded by Sébastien Kopp and François-Ghislain Morillion, Veja has become an example of how the fashion industry can evolve in a more ethical and conscientious direction. The first Veja sneaker, the Volley, was inspired by Brazilian tennis shoes from the 1970s. Today, after twenty years, Veja is relaunching the Volley model. It all began in 2005 when Veja presented the Volley at the Palais de Tokyo, selling 5,000 pairs. Since then, more models have been added, with over 14 million pairs sold worldwide. Neither of the brand’s founders had any experience in the sneaker industry. They achieved success without spending anything on advertising but focused on a fair supply chain. Veja invests in creating and producing sneakers in a different way, with a positive impact.
Veja’s strategy is based on three fundamental pillars: the use of ecological materials, respect for workers’ rights, and transparency. The leather used for the shoes comes from farms that do not use pesticides or defoliants, while the organic cotton is grown by small producers in Brazil. Additionally, Veja uses natural rubber extracted from the Amazonian forests, thus contributing to biodiversity conservation and supporting local communities. Another revolutionary aspect of the brand is its fair supply chain. Veja collaborates directly with producers, ensuring fair prices and decent working conditions. This philosophy extends to the manufacturing factories in Brazil, where the sneakers are assembled. In an industry often criticized for labor exploitation, Veja represents an ethical and sustainable alternative. The choice not to invest in traditional advertising has allowed Veja to allocate more resources to the quality of materials and social justice. Instead of spending millions on advertising campaigns, the brand has chosen to let its products and corporate philosophy speak for themselves. This approach has proven that it is possible to build a successful brand based on trust and quality rather than image and aggressive marketing. The relaunch of the Volley not only represents a return to Veja’s roots but also symbolizes the brand’s constant evolution.
The sneaker retains the design inspired by the 1970s but is made with modern and sustainable materials, reflecting Veja’s mission to combine style and environmental responsibility. This model perfectly embodies the brand’s essence: blending tradition and innovation to create products that benefit not only consumers but also the planet and the people involved in their production. In a world where sustainability has become a buzzword, Veja stands out for embracing these values from the beginning. The brand’s success demonstrates that it is possible to create an ethical and profitable fashion company, providing a tangible example of how the sneaker industry can transform. With the relaunch of the Volley and the continued expansion of its product line, Veja continues to redefine the concept of sustainable fashion, inspiring other companies to follow its example and proving that a fairer and greener future is possible.
