At twenty-five years old, Sebastian and Ghislain, the duo behind Vegan sneaker brand Veja, were tired of the gap between sustainable communication and action; and decided that it was time to create a sneaker brand that wasn’t all about the hype.
VEJA was born out of the desire to respect the environment and the people behind it. Foregoing traditional marketing for fair trade and organic materials, Sebastian and Guislain spent months in Brazil deconstructing the sneaker supply chain and creating a product that was both ethically and environmentally conscious. Using organic fair-trade cotton for its canvas, wild Amazonian rubber for its soles, and recycled plastic bottles for its mesh - Veja’s sneakers aren’t just stylish but also guilt-free. In addition to this, VEJA takes minimising their carbon footprint a step further by working with Atelier Sans Frontières for their logistics. The organisation helps marginalised people in local communities through rehabilitation and dignified work. In 13 years, Veja has sold 2 million pairs of shoes through zero advertising and with zero stock, not to mention providing 160 people with livelihoods thanks to their partnership with ASF.