As a gamer, I’ve always admired brands that buck the trend and do things their own way, and Veja is one of them. Established in 2004 by François-Ghislain Morillion and Sébastien Kopp, this French footwear label has earned its stripes by challenging the norm and not just jumping on every bandwagon. Instead, they’ve managed to build a worldwide fanbase by asking tough questions about what’s trending in the fashion world.
This month, I stumbled upon the opening of my favorite brand’s first physical store here in São Paulo – it feels like a dream come true! To me, Brazil isn’t just a market for Veja; it’s the very heartbeat that keeps this incredible brand alive. From organic cotton in the lush northeastern fields to wild Amazonian rubber and recycled PET scavenged from our bustling city streets, Brazil is where Veja’s values are brought to life firsthand.
To celebrate the event, the Veja crew extended an invitation for us to tour their Paris headquarters. During our visit, we navigated through their design studios, interacted with teams responsible for logistics and product innovation, and even had a sit-down with the company’s founders. Unlike traditional brands emphasizing market trends or seasonal demands, Veja operates an innovative design environment guided by core values and production requirements. As Sébastien, co-founder and creative director, puts it, “People often view innovation as something new. However, for us, innovation is about what’s essential. Each project commences with the question: can we approach this in a responsible manner?
Instead of rushing to market with fresh concepts, Veja prioritizes a supply chain-based strategy: their products are launched only when they meet the brand’s stringent environmental and ethical guidelines. The recently introduced Etna sandal is a result of continuous efforts to create new designs while maintaining the quality of materials that Veja values. As Sébastien points out, it’s not about striving for perfection but rather making improvements with what we already have on hand.
As a gamer, I’d put it like this: “For 15 years since our launch, we didn’t find the right mix of games and merchandise for physical stores. It wasn’t until 2019 that we opened our first standalone store, because before then, it wouldn’t have been meaningful to open a store with only some of the pieces in place.” (François, co-founder and head of strategy)
By expanding the variety of product categories and establishing a defined perspective, Veja aims to have ten prominent stores worldwide by the end of 2025. After opening in São Paulo, further locations will be introduced in Copenhagen, Marseille, and Los Angeles.
Veja’s São Paulo store signifies the brand’s debut in retail across Latin America. Covering approximately 600 square meters, this space was thoughtfully designed by local architect and urban planner Roberto Somlo, mirroring Veja’s commitment to transparency. This design incorporates raw brick, visible support beams, and a fully glassed façade, seamlessly blending the streetscape into the store’s interior, offering customers an immersive experience.
The spot features a specialized shoe-repair station, providing sneaker cleaning and mending, as an element of Veja’s ongoing “Clean, Fix, and Recycle” initiative, which is currently operational in urban areas such as Paris, Berlin, Brooklyn, and London.
Additionally, Veja launches its repair, maintenance, and innovation program into the Brazilian market, which includes increased training opportunities and hiring efforts, as well as establishing a platform for testing new designs alongside the local community. This permanent establishment in Brazil signifies an important milestone for Veja, symbolizing the origin of every sneaker they produce.
Visit Veja’s new storefront at Rua Oscar Freire, 565 – Jardins, São Paulo.
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2025-06-11 20:26