Deconstructing it

Deconstructing the sneakers to reinvent them

Buying Amazonian rubber, warehousing and dispatching the sneakers all over the world through ASF, a social reintegration association located on the outskirt of Paris.

Connecting extraordinary projects

Sr Manoel

Cotton producer in Riacho do Meio, Choro

Ceará, 2016

© Ludovic Carème

Rogério Azevedo de Barros, Raimundão son

Amazon, 2021

© Studio VEJA

Maguy, Log’ins employee

© Ginevra Formentini

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 ASF, social integration program located on the outskirts of Paris.

Reality must take over fiction...

Sébastien and Ghislain

Amazon, 2016

© Studio VEJA

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.

Spring-Summer 2022 lookbook

© Vincent Desailly

VEJA works with four different factories located in the State of Rio Grande do Sul.

For the season SS21, we produced 1.392.619 pairs for the collection.

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.

© Studio VEJA