“It is often through constraint that the best ideas are born.”
– Caroline Bulliot, designer –
Constraint. In a society hyper focused on ease of access, where individuals can obtain a plethora of information, communicate with one another, and consume content, ideas, and products with the click of a button, there seems to be little, if any, need for constraint. In fact, most may view ‘constraint’ as a restrictive force – an intimidation tactic imposed to limit one’s opportunities or hold individuals back from achieving a goal.
However, for French footwear brand Veja there is no playing the intimidation game.
Founded in 2005 by Sébastien Kopp and François-Ghislain Morillion, Veja began with the vision of a shoe that is both sustainable and attractive, while meeting everyday comfort and performance needs. When tasked with bringing this idea to life, the minds behind Veja chose to place an intense focus on laying a foundation centered upon the brands own specific set of ethical standards and sustainability expectations. Rather than fixate on sales goals or brand popularity, Veja first prioritized the cultivation of a material acquisition and production process that successfully aligns with their unique, eco-friendly brand identity.
As such, Veja is methodical in their search and selection of the materials used to manufacture their products. Utilizing high-quality recycled materials, organic cotton harvested in Peru, Amazonian rubber tapped by local cooperatives, and sustainably sourced leather, Veja only seeks out and employs resources that adhere to their sustainability promises. As mentioned by co-founder Sébastien Kopp in an interview with Harper’s Bazaar,
“We like to be proud of ourselves in the mirror and know that there [are] no atrocities in the supply chain.”
In addition to a high degree of intentionality and specificity in the procurement of materials that create their products, the processes through which Veja shoes are made are just as calculated. Logistics and fulfilment of all online orders, as well as the company’s four European stores, are all managed by ‘Log’ins’– a nonprofit organization that employs individuals with varying disabilities. These employees, as active members of the Veja production team, are provided adapted workplace environments to best suit their individualized needs.
These workers are also taught how to repair damaged Vejas for resale at the same warehouse where orders are fulfilled. Reports suggest that the Veja’s production expenditure is nearly five times higher than the average shoe company. However, Veja has never desired to be ‘average’. From the perspective of the sustainably proud footwear brand, the financial extent to which the company goes to abide by its eco-friendly principles is a fair tradeoff for substantially low environmental costs.
Careful consideration of the origins of each lace woven and sole molded not only demonstrates Veja’s commitment to the values on which the brand itself was brought to life, but the company’s sourcing has even inspired many of their designs. Through their process-oriented approach to brand building, the ethical distinctiveness demonstrated by Veja in all facets of production has spilled over into their creative processes as well. The simple, unisex styles consistently offered by Veja presents consumers with a stylish addition to any closet.
The shoes are typically a neutral color- soft and natural earth tones that can be easily matched with various outfit selections. The use of a base color lacking much intensity or saturation successfully underscores the vivid letter ‘V’ displayed on the outside of each shoe. This is where Veja likes to add some flare, as the simplified logo is typically displayed in more bold, prominent colors that are still often seen in nature. These might range from varying combinations of reds and oranges to pastel blues and greens, and even shades of black and gray.
The brand’s use of color might be minimal, but nevertheless an intentional eye-catching design decision. Perhaps consumers view the understated sneaker as a subtle accessory; the type of shoe that serves to merely accentuate an à la mode outfit. However, the minimalistic aesthetic expressed through each collection of Veja products has been all but subtle, as the French footwear brand has managed to utterly captivate consumers across the globe.
In recent years internationally famed celebrities and social icons such as Meghan Markle, Ben Affleck, Eddie Redmayne, and Emily Ratajkowski have been spotted and photographed casually wearing their own pair of Vejas. Curiosity surrounding these unfamiliar sneakers and the significance of the big ‘V’ accentuated on the side of each pair led millions of consumers directly to Veja’s website. Even more impressive is the fact that the company does not pay for advertising and has never employed the use of celebrity endorsements. As such, the very instances that put Veja on the map can be attributed to nothing other than the quality of the product itself. All it took was one person – an actor, model, or even a duchess- to like, buy, and wear the shoes like any other customer would to propel Veja into an unanticipated, yet astounding spiral of growth.
The company strictly avoids the sphere of fashion that places greater emphasis on who wears what than how and from what it is made, demonstrating yet another way Veja separates itself from industry competitors. The focus of the brand consistently remains on its role as an environmentally friendly fashion pioneer and the responsibilities that accompany such position. The company even rejected a request from the costume department at Netflix’s Emily in Paris due to the inability to accommodate such a large order without straying from their manufacturing standards. With Veja’s rise to fame and despite the temptation to grasp any and all benefits that coincide with becoming a worldwide fashion sensation, the brand remains true to their values.
And perhaps that is why people can’t get enough.
“Veja started to work when we stopped trying to convince people”.
No matter the barriers to resource accumulation, lulls in production time, a lack of brand awareness, or struggles in revenue generation, Veja did not let doubt that stems from financial, logistic, or even social challenges alter the path that the brand’s visionaries set out on in 2005. For Veja, ‘constraint’ served as the secret to success, as the French footwear brand’s steadfastness and confidence in its greater purpose freed it from succumbing the pressures of uncertainty.
https://www.harpersbazaar.com/fashion/designers/a41623002/veja-sneakers-brand-profile/
https://www.digitaltrends.com/cool-tech/veja-sneakers-sustainable-stylish/
https://www.esquire.com/style/mens-fashion/a41713193/veja-sneaker-brand-history/
https://reviewed.usatoday.com/style/features/veja-sneakers-review-esplar-v-10
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