COGGLES SPRING / SUMMER 13
Veja is a French brand that produces ecological trainers, bags and accessories. With a vision that combines fair trade and ecology while linking together economy, social initiatives and the environment, Veja works directly with small Brazilian producers who are organized into cooperatives of organic cotton and wild rubber from the Amazon, creating a supply chain that respects both humans and the environment.
All Veja trainers are transported by boat from Porto Alegre, Brazil to Le Havre in France. Upon arrival in Le Havre, the trainers travel in barges along the canals to the Parisian suburbs.
Veja refuses to advertise, instead the resources saved are integrated into the production chain meaning the farmers and producers are fairly remunerated, accommodating their social and environmental requirements.
All this means that Veja's fabrication costs are 3 to 4 times higher than other footwear brands, but their "no advertising" policy makes it possible to sell trainers at a price which is equal to competitors.
While Veja is certainly one of the most ecologically minded fashion brands, the company realises that their project is far from perfect. Constant evolution in practice though aims to reach perfection and as far as the product is concerned – some would say that have already achieved it.
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