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What is VEJA and why is it not an ordinary sneaker brand?
VEJA is a Parisian shoe brand, founded in 2004 by former bankers Sébastien Kopp and François-Ghislain Morillion. The brand name translates from Portuguese as "look" – and this is no coincidence: the founders invite you to look deeper than just the appearance of the sneakers. Who made them? From what? Under what conditions?
VEJA does not spend a single euro on traditional advertising, commercials, or ambassadors. Instead, these funds go where they are truly needed: into organic materials, fair wages, and a transparent supply chain. The result: a brand that is trusted – not a brand that is paid to be trusted.
In 2024, VEJA's turnover exceeded 250 million euros. Over 12 million pairs of sneakers have been sold in more than 70 countries since its inception. All of this – without billboards, without television advertising, and without celebrity fees.
Why VEJA decided not to spend on advertising
The production of one pair of ecological VEJA sneakers costs five times more than the production of standard mass-market sneakers. Organic materials, fair purchasing prices for farmers, decent wages for factory workers – all this costs money.
The founders made a simple choice: either spend this money on advertising (to sell a cheaper product), or invest in quality and people. VEJA chose the latter. And this does not hinder the business – on the contrary, VEJA has proven that radical transparency and true responsibility are the best marketing strategy.
What VEJA sneakers are made from
- Organic cotton – from farms in Brazil and Peru without pesticides. VEJA pays farmers 50% above market price.
- Wild Amazonian rubber – collected by rubber tappers. Standing trees provide income, protecting the forest from deforestation.
- B-Mesh – fabric made from recycled plastic bottles (PET). Plastic is converted into fibers in a Brazilian factory.
- Organic Traced Leather – leather from ecologically certified farms in Uruguay, mechanically processed without chemicals.
- C.W.L. – a vegan leather alternative made from corn waste.
VEJA has also been B Corp certified since 2018 – an independent audit of everything from salaries to environmental footprint.
Who wears VEJA
Stars do not receive fees from VEJA. They simply buy and wear them. Among them are Meghan Markle, Kate Middleton, Emma Watson, Reese Witherspoon. Not because they were paid, but because the brand aligns with their values and looks good.
VEJA does not chase hype. The founders say: "We are not fast. We prefer facts. We prefer fieldwork over advertising."
VEJA at NEWBORN K – models with links
CAMPO CHFREE LEATHER – classic leather
Pure VEJA classic. Chrome-free leather upper, Amazonian rubber sole. A minimalist white silhouette that suits any look.
CAMPO CHFREE LEATHER men's →
V-82 – organic leather, unisex
Soft Organic Traced Leather from certified farms in Uruguay. Mechanical processing without chemicals. Available in white and black-and-white for men and women.
V-82 white women's /
V-82 white men's
V-82 black-and-white women's /
V-82 black-and-white men's
VOLLEY SUEDE – 70s suede icon
Brazilian 70s volleyball sneakers in a modern suede interpretation. Purple color – distinct and unconventional. This was the first model released by VEJA in 2005.
VOLLEY SUEDE men's /
VOLLEY SUEDE women's
V-90 B-MESH – recycled plastic, lightweight structure
Upper made from B-Mesh – fabric from recycled plastic bottles. Lightweight, breathable, with a chunky sole.
V-90 B-MESH women's /
V-90 B-MESH men's
All VEJA collection at NEWBORN K →
Why VEJA is not just another "eco-friendly" brand
Greenwashing is when a brand adds the word "eco" to its logo and considers the job done. VEJA is the opposite. The brand publishes a complete list of suppliers, chemical test results, factory audits, and even its own shortcomings. VEJA has also launched a network of repair workshops – in Paris, Bordeaux, Berlin, Madrid, and New York, where they repair any shoes.
Frequently Asked Questions about VEJA (FAQ)
Where are VEJA sneakers made?
Mainly in Brazil (Rio Grande do Sul state). Part of the production for the European market is in Portugal.
Why are VEJA more expensive than Nike or Adidas?
Nike and Adidas spend billions on advertising. VEJA, instead, invests this money in materials and working conditions. The production of one pair of VEJA costs 5 times more – but the price on the shelves is comparable precisely because of the absence of an advertising budget.
Is VEJA truly sustainable?
VEJA has been B Corp certified since 2018. The brand publishes its shortcomings in annual reports – a rare honesty in the industry.
What VEJA models are available at NEWBORN K?
V-82 (Organic Traced Leather, white/black-and-white, men's/women's), VOLLEY SUEDE purple, V-90 B-MESH made from recycled plastic, and CAMPO CHFREE LEATHER.
Where to buy VEJA in Kyiv?
NEWBORN K – a concept store on Velyka Zhytomyrska St, 20. Online: newbornk.com/collections/veja.
Summary
VEJA is a brand that has proven a simple thing: you can create beauty without destroying the planet or exploiting people. At NEWBORN K, we select brands with their own vision and values. VEJA is one of those that appeared even before "sustainability" became a buzzword.
