They don’t advertise, they don’t use sweatshops and they don’t trade on their morals. Meet Veja: the ethically and ecologically grounded sneaker makers that are leading by example.
The word ‘veja’ is a literal translation of the Portuguese-Brazilian for ‘look’ – It means: ‘look beyond the sneakers, look how they are made; It means it is possible to turn the world inside out, to start something where everybody earns a decent income, from the organic cotton producers to the stores that distribute the shoes.
The pressures of overheads, the stiff competition of the market and the shifting desires of your customer base are a demanding set of challenges for any business. But in the sneaker game, the pressure cooker’s arguably hotter, and the competition fiercer. But one brand is managing to usurp the established rules of play, and is doing it without trading on its ethical conscience or its ecological credentials.