Veja Sneakers

Launched in March 2005 in Paris and Tokyo, Veja is a brand of fair trade sneakers.

Materials used are organic cotton produced by a cooperative of small Brazilian producers and rubber from wild Amazon Hevea trees. Manufacturing is done in a cooperative[citation needed]. According to Veja the fair trade premium paid to the producers aims at financing concrete development projects in health, education or environment fields.

The first Veja model is inspired by Brazilian volley shoes from the 1970s.

The origin of the Veja project might be summed up in one question : is another world possible?

Veja has been built on 3 main principles:

1. Using ecological inputs
2. Using fair trade cotton and latex
3. Respecting workers’ dignity

Veja has created a global chain that emphasizes solidarity and environment from the small producers in Brazil to the public.

Veja’s canvas is made of organic cotton cultivated by 2 cooperatives of small producers in Brazil.

The first one is located on the North coast of Brazil, a dry and poor area. For Since the 90’s, the cooperative we are working with has developed an “agro-ecology” system, which is a sustainable agriculture model. Producers do not use chemical pesticides or manure. They receive technical support from ESPLAR, a local development NGO.

The second one is more recent. In South Brazil (Paraná), 48 producers decided to move into organic production because the very low prices of cotton couldn’t provide them a decent life. Veja supports them for the conversion and pays them a fair trade premium.

Veja soles are made of natural latex coming straight from the Amazonian Forest in the Chico Mendes reserve.
The Amazon is the only place on earth where wild rubber trees are to be found. Seringueiros collect latex for more than two hundred years.

Their activity, which does not require putting down any tree, is a great way to preserve the world’s largest forest.
Natural rubber is renewable and biodegradable, as opposed to synthetic rubber or plastic, which is produced by using fossil and non-renewable materials.

2006 : In Brazil, Veja has developed ecological leather. Ecological leather means chrome-free leather tanned with organic compounds only.

On a social basis, leather cannot be studied as a fair trade project. Extended lands and financial investments are required in order to cattle. The leather producers do not stand in the same economic situation that the other producers veja work with.