Veja is, first of all, a realistic brand. They are respectful with the environment but also realize that more can be done. Since 2004, VEJA offers eco shoes and complements, betting on fair trade.
What is Veja?
Veja is a protean trade mark that combines fashion, fair trade, employability and ecology. Veja began on 2004, proposing a human scale proyect. Organic cotton, natural rubber from Amazonas and tanner leather with acacia, Veja propose equitable products and ecologically designed.
What kind of material Veja’s use?
The fabric used for Veja’s shoes and accessories is organic cotton, cultivated without any fertilized or chemical pesticide farmed by small producers in the northeast of Brazil.
The rubber we use in the sole of Veja’s shoes is harvesting over wild heveas in Amazonas (Chico Mendes’ natural reserve park) by the “seringueiros” or forest inhabitants. Using this kind of rubber helps to value the forest and combating deforestation.
The leather is tanned with Acacia, a natural non-polluting tannin, contrary to most tanning process using chrome.
Where does the organic cotton come from? Could you tell us more about the social and agricultural project behind these shoes?
The Ceará State in the northeast in Brazil is marked by significant social differences, a weak ground and little rainfall. Far from the traditional plantation, the cotton and culture of survival are growing together is this place, free from fertilizers and pesticides, according the principals of agroecology. The agricultural development is associated with environmental protection in human scale plantations – in half of hectare size. We buy the cotton from the producers following the rules of fair trade. Nowadays three hundred and fifty families are living of the organic agriculture job.
What kind of shoe’s process is hard to respect environment rules?
Veja is not a perfect proyect. many of our process are improvable and we have a lot of limitations. Veja is a proyect in development yet. And this proyect is trying so hard to reach the excellence and fight with our own contradictions.
Pigments used for dyeing leather, rubber and cotton are still no naturals. To obtain strong colors in our products, we use conventional dyes authorized by the Ecolabel. To use natural and non-polluting dyes are our main goal. however we actually have an small collection of bags and shoes dyed with natural tints (Taua Suede Rock – Brown & Anthracite)
Where do you manufacture your end-products?
Veja manufacture their products in a factory located in Porto Alegre, South Brazil, where the worker’s rights are respected. This factory became in our main partner. Our quality requirements means to the factory new challenges to improve their process. Also, this commitment between both sides is reinforced with the FLO-CERTY Ecolabel process.
Could you let us know what “zero zero strategy” means?
CERO PUBLICITY
Veja does not advertise. The resources saved are reallocated directly “upstream” of the production chain. Producers of raw materials are thus paid into perspective, which includes social and environmental impact – and the shoes and accessories made with dignity. This also allows proposing a price equivalent to the big brands shoes.
ZERO STOCK
Veja controls its production and only produced to order, past 6 months in advance. This aligns the order quantities for dealers, even decline, to also be in alignment with the small amounts of cotton available.
Are consumers ready and aware to change their way to consume and choose more environmentally friendly products?
Persuading is not our priority. We want Veja to be next to other brands in stores where people buy. First is the shoe that has to please and convince. Respect for a strong ethics, cannot, by itself, be a reason to buy our shoes.
Why recommend that consumers chose this brand over another? What do we benefit?
We do not recommend. Proposing new products from agricultural and industrial chain that respects people and the environment, we act.
In what areas are you present?
Mainly in multi brand stores in France and now on in Europe. You can also find our shoes and accessories at Veja online store www.centrecommercial.cc, new project started some months ago by Veja.
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