Deconstructing it

The VEJA project consists in going back up the sneaker production chain all the way to the raw materials they're made with, and then rebuilding this sneaker by adding a positive impact to every stage of the production chain: harvesting organic cotton for the canvas, buying Amazonian rubber directly from the Amazon forest, warehousing and dispatching the sneakers all over the world through Log'ins, (Logistics & Insertion),located 30 km South of Paris.

This organization works with lightly disabled people and takes care of their social inclusion.

When you deconstruct a product, and you have a truly transparent approach, reality becomes more fascinating than any advertising fiction or marketing story. And that's also what we're trying to prove with VEJA: describing reality is always more interesting that trying to make up stories about your own product.

We're quite aware that today, reality has become a new approach to marketing, and that some brands describe a partial, or enhanced reality.

When we started in 2004, discussions about the environment and social impact fell on deaf ears. Now, everyone realizes it's absolutely crucial. That's why we never talk about the future. We have always wanted more reality and more truth.

We never talk about what we're going to do, it would feel too much like greenwashing. Our company is not about empty promises and hot air. It's a hard rule we have at VEJA: we only talk about what we've already accomplished and we only work on what we're going to do next.