Over the next few weeks we will be doing a brand focus on each of our amazing brands but first up is Veja Small the kids version of Veja’s infamous adult trainer/sneaker.
As you know we are very picky about the brands we work with, we look for the stand out brands that are unique, purposeful, design and style led, high on quality, super comfortable, with an independent soul and not something that is available in every other children’s boutique. We hope to bring you new exclusive brands each season and introduce you to some of the coolest kidswear brands from all over the world. Some brands that you may have been admiring / buying from afar and others that you hadn’t yet discovered, little gems that we have fallen for on our travels and have brought into our family.
First up is Veja Small, or Veja Kids – the kids version of the adult style classics.
I fell for the adults Veja trainers a couple of years ago on a trip to Paris when they caught my eye a few times. Subtle but eye catching, with a classic style but memorable designs. I looked them up and was blown away by what I read. Not only were they super cool, they were also incredibly conscious.
The Veja Project sees a shoe production process like no other. Eco-friendly, sustainable, thoughtful and forward thinking. EVERY single element of their process is consciously thought out and below are a few of the highlights.
They don’t advertise.
They use the money to plough back into the production chain so that farmers and producers are paid fairly. The production costs are 3 or 4 times higher then most footwear brands because as Veja says ‘they are produced with dignity’ but because they don’t have to factor advertising spend into their budgets the price is in line with other brands.
They don’t hold stock.
The Veja trainers production is carefully planned 6 months in advance by retailer’s orders. They don’t hold warehouses of stock, in fact no extra stock is produced so there is very little wastage.
They do use less CO2
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’s packaging is made of recycled and recyclable cardboard. The size of the shoe-box was reduced in 2002 to optimize efficiency.
They care about where their materials come from.
Veja buys more then 30,000 pounds of fair trade cotton every year from more than 320 small producer co-operative (many of which are families) in the North East of Brazil. Every pair of shoes made with the wild rubber that is tapped straight from the trees in the Amazon. This is a sustainable process that doesn’t damage trees unlike the enormous amounts of pollution caused by producing synthetic rubber in shoes. (See the rubber tappers in action here)
They help people get ahead.
As well as eco-friendly and sustainable production they are also part of the Atelier Sans Frontières association (ASF). The ASF supports people facing social exclusion find work, build a new life and promote their social, professional and personal development.
Members of ASF are employed by Veja to handle all the logistics, order preparation and dispatch, as well as helping with their online store.
And on top of all that…
They look so good, they feel so comfortable, they last, kids love them, adults love them and our conscious hearts feel good because they really don’t cost the earth.
Check out our collection here.
Little Zi loving her Pekin Nautico Classic Esplars