VEJA

SEBASTIEN KOPP ferait travailler ses enfants dans son usine VEJA. Pas réellement. Mais ça fait partie de ses critères de sélection d'usine. Ses standards éthiques : Vertigineux. On a l'habitude du « faites ce que je dis, pas ce que je fais ». Ici : « faites ce que je dis ET ce que je fais ». 💚Le documentaire Génération Do It Yourself x VEJA, une ode à l'intégrité certifiée greenwashing-free. VEJA : De 30M à 250M en 8 ans. La croissance pour la croissance ? Non. Grandir plutôt que grossir. LA MÉTHODE INVERSÉE 1. ZÉRO BUDGET MARKETING 70% du prix d'une sneaker classique = publicité. VEJA inverse l'équation : investi dans la qualité et la transparence. Plot twist : Le produit devient le média. 💡To do : Réinvestir le budget marketing dans la réputation. Pas besoin de crier si on a quelque chose à dire. 2. PAYER + POUR MIEUX VEJA achète son caoutchouc sauvage à 2-5x le prix du marché. Un seringueiro qui gagne décemment ne rase pas la forêt pour élever du bétail. Plus de 2500 familles partenaires. Depuis 20 ans. Fidélité : check. ROI long terme : check. Forêt debout : priceless. 💡To do : Calculer le vrai coût de l'impact. Rémunérer équitablement. Le gain court terme = la perte long terme. 3. LE TEST DES ENFANTS « Manufacture kidsfriendly ? » Si non → next usine. Pas de semaines de 80h. Salaires décents. Transparence. Production au Brésil depuis 2005. 💡To do : Appliquer le test personnel à chaque décision business. Si on ne le ferait pas pour les siens, ne pas le faire. Period. 4. LA LOGIQUE BIENVEILLANTE Expédition exclusive par bateau. Logistique confiée à l'ONG Atelier Sans Frontières. Même le transport devient vecteur d'inclusion sociale. Oui, un container peut changer des vies. 💡To do : Chaque maillon de la chaîne = une opportunité d'alignement. Pas d'exception. 5. L'ANTI-OBSOLESCENCE PROGRAMMÉE VEJA a ouvert des cordonneries pour réparer les baskets. Même celles qui ne sont pas VEJA. Read that again. 💡To do : Prolonger la vie du produit. Éduquer au réemploi. La fidélité naît de l'intégrité, pas de l'obsolescence planifiée. BREF « Les moyens préfigurent la fin. » Impossible de bâtir un empire éthique avec des méthodes toxiques. Impossible de vendre du durable en exploitant. TAKEAWAYS Il faut être informé pour savoir dans quelle société on évolue. Il faut être inspiré pour la faire évoluer. Ma tactique : chercher ce qui se fait de plus positif. En faire la promotion. Y participer. Merci Matthieu Stefani d'utiliser sa plateforme pour ces portraits. Merci VEJA de simplement exister. LA FINALE On est la moyenne de ceux qui nous entourent ;) Matthieu Stefani On est la moyenne des industries qui nous entourent. Achetons celles qui incarnent le monde auquel on s'associe. Culte or cut ? Perso, culte. Merci à toute la team Génération Do It Yourself, Clémence Lepic, Christofer Ciminelli, pour ce reportage. Mission: Obligez 5 de vos proches à le regarder: https://lnkd.in/e66GZPZv

Choose your team The sharp lines of the Rio Branco II or the bulkiness of the Paulistana ?

Who said sneakers were impossible to repair? The VEJA General Store, a place to repair & clean sneakers, shoes and clothes 11 rue de Marseille, 75010 PARIS

The women behind our place in Marseille Few months ago, we settled at La Friche La Belle de Mai, a cultural hub that brings people together, welcoming more than 450 000 visitors each year.  We wanted to create a place for repair, for second-hand, for our exclusive models and prototypes to celebrate craftsmanship. And we wanted to do it right. We met a collective of women who work in construction: Les Fabricoleuses, led by Cerise Steiner. In a male-dominated industry, they joined forces to create a space that reflects the vibe of Marseille. This is the story of the women who built our new place in Marseille️

The VEJA Panenka  ➡️ https://lnkd.in/gGbD7EXh

Who said you couldn't mix outdoor and style? Certainly not GQ Magazine who wrote a piece about the Salar, our latest model  featuring a Vibram sole. For that special model, Vibram Group challenged their own rules for us. For the first time, they opened their proprietary formulation to integrate our wild Amazonian rubber, making it a true co-creation. Read the full GQ magazine article here ➡️ https://lnkd.in/eTkDMQtn

A new home in Copenhagen This summer, we opened a new VEJA store in Copenhagen. We worked with Nikolaj Lorentz Mentze, a wood master from Studio 0405, a reference in Danish architecture. When we showed him the building, a space defined by its high ceiling, eleven huge windows, and natural light, he understood it immediately. We told him that above all, we wanted to keep it simple and preserve the soul of the place. Nikolaj used local Danish wood to design the bespoke seating and the displays. All by hand. The space benefits from natural light throughout the day. Combined with beige tones, this light creates a soft and warm atmosphere in line with hygge, the Danish art of living The word itself has no direct English translation, but it's related to the English word "hug" and the Norwegian word for "well-being."

Newest VEJA pair: the Salar Vibram soles started in 1935 invented by Vitale Bramani who decided to make rubber shoe bottoms that could handle a lot of wear and tear. He got this idea after a sad accident where six climbers fell and died, partly because their shoes weren't good enough. That's when he really pushed to create a sole that would stick well to all kinds of surfaces. He used a special way to treat rubber, called vulcanized rubber, to make a design called "Carrarmato" This design quickly became very popular. Even today, it's still one of the most common soles climbers use. We decided to combine their expertise with our ecological materials and incorporating it to a lifestyle model: the Salar Available VEJA (online & in-store) and exclusively at Dover Street Market Singapore Designed for everyday wear, the Salar ➡️ https://lnkd.in/efReGBk9

VEJA and Jolie Foulée are back with a second collaboration Jolie Foulée isn't your typical running crew or media outlet. It started 12 years ago as a group of friends. Their idea? To make running, which was seen as "boring", genuinely fun and relatable. It's about enjoying runs with friends, creating a community vibe. Five years ago, we had our first running collaboration with them.  A simple "Why not do another pair together? That would be cool!" later, here we are with a new one. Exclusively at VEJA (online & in-store) and Distance store ➡️  https://lnkd.in/eubhkbKN

Does the planet need more fashion brands… … even if these brands are committed to create better practices towards the environment? That's a question worth asking that led to a talk at our VEJA store in New York last week. Hundreds of people came to hear David Gelles, reporter at The New York Times Climate Desk, Luciana Batista Pereira, VEJA sourcing director from Brazil and the designer Mara Hoffman, a true voice in the fashion industry. We love to think our VEJA stores are more than just places to sell shoes. It's a place to bring people together and to have conversations that matter. Thank you to everyone involved for making that happen and to Erin Allweiss for leading the discussion.