{"id":3735,"date":"2020-03-11T05:37:23","date_gmt":"2020-03-11T05:37:23","guid":{"rendered":"https:\/\/living.chanintr.com\/journal\/green-kicks\/"},"modified":"2020-08-06T12:44:43","modified_gmt":"2020-08-06T12:44:43","slug":"green-kicks","status":"publish","type":"journal","link":"https:\/\/www.chanintr.com\/pages\/journal\/green-kicks\/","title":{"rendered":"Green Kicks"},"content":{"rendered":"\n<p>Text by Uracha Chaiyapinunt<\/p>\n\n\n\n<p>From Paris to London, New York to Los Angeles, pavements across the world are being pounded by white modern sneakers emblazoned with the letter V on each side. The recognizable logo of French sneaker brand <a href=\"https:\/\/www.veja-store.com\/\">Veja<\/a> has been spotted on the British monarchy, celebrities, fashion week attendees and, quite literally, every girl \u2014 and boy \u2014 next door. Founded in 2005 by Fran\u00e7ois-Ghislain Morillion and S\u00e9bastien Kopp, Veja built its cult following through its clean and classic design. But appearances aside, the radical footwear brand has also been applauded for being the most ethical kicks around.<\/p>\n\n\n\n<p>Veja\u2019s launch erupted the casual-fashion world 14 years ago. When it was first introduced in luxury department stores like Paris\u2019s Le Bon March\u00e9 and Galeries Lafayette, buyers embraced the idea of cool, transparent, yet affordable sneakers. The brand\u2019s first 2,000 pairs were quickly snapped by retailers. Since then, the company has been doubling their production every year.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/d15ap29giwmq9i.cloudfront.net\/wp-content\/uploads\/2020\/03\/11000248\/VEJA_Charlotte_Lapalus_2018_27-Copie.jpg\" alt=\"\" class=\"wp-image-3735\" width=\"580\"\/><\/figure><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>\u201cTHE VEJA PROJECT IS SIMPLE.<\/em><\/strong><br><strong><em>WE SOURCE ECOLOGICAL<\/em><\/strong><br><strong><em>RAW MATERIALS, GOING ALL&nbsp;<\/em><\/strong><br><strong><em>THE WAY UP INTO THE<\/em><\/strong><br><strong><em>PRODUCTION CHAIN, UNTIL&nbsp;<\/em><\/strong><br><strong><em>THE RAW MATERIALS.<\/em><\/strong><br><strong><em>THEN WE CHANGE EVERY&nbsp;<\/em><\/strong><br><strong><em>STEP OF THE WAY.\u201d <\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u201cIn the past two years, [Veja]\u2019s carved out a unique niche,\u201d Christopher Morency, editor-at-large of the online streetwear site Highsnobiety, told the Financial Times. \u201cIts signature V has made the brand recognizable, much like Adidas\u2019 three stripes or Nike\u2019s swoosh. On any given day, I see numerous pairs of Veja on the streets.\u201d<\/p>\n\n\n\n<p>Despite its boom, the founders still choose to focus on becoming more and more green. Every component that goes into making a pair of Vejas has been carefully thought out to ensure the most sustainable and ethical outcome. The cotton is made by farmer associations in Brazil and Peru that have adopted agro-ecological methods (no water or pesticides used) to harvest the material with respect for the environment. The biodegradable rubber that makes the soles are tapped by Amazonians using traditional techniques, creating an economically sustainable way to fight against deforestation. The uppers combine the skin of tilapia fish and a leather-like material made from curdled milk. Even the way the shoes are boxed, stored, and shipped is mindful: Veja partners with an organization to employ workers who have been incarcerated and struggle with finding jobs.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/d15ap29giwmq9i.cloudfront.net\/wp-content\/uploads\/2020\/03\/11000252\/VEJA_Charlotte_Lapalus_2018_181.jpg\" alt=\"\" class=\"wp-image-3736\" width=\"1024\" height=\"682\"\/><\/figure><\/div>\n\n\n\n<p>\u201cThe Veja project is simple, we source ecological raw materials, going all the way up into the production chain, until the raw materials. Then we change every step of the way,\u201d Kopp said in an interview.&nbsp;<\/p>\n\n\n\n<p>In 2019, Veja celebrated two big wins. They launched their very first vegan collection, which is completely biodegradable and is made from clean, bio-based materials (once-living organisms); and they released the world\u2019s first \u2018post-petroleum\u2019 running shoes. Condor, as the model is called, is a product of recycled plastic bottles, rice waste, and other natural materials like banana oil and sugar cane. But Veja isn\u2019t stopping anytime soon. When asked what the brand has planned next, Kobb told Broadsheet, \u201cWe never talk about projects before they are actually done, but this is just the beginning.\u201d<\/p>\n\n\n\n<p><a href=\"https:\/\/www.veja-store.com\/\">VEJA-STORE.COM<\/a><\/p>\n","protected":false},"featured_media":3736,"template":"","filed_under":[],"class_list":["post-3735","journal","type-journal","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Green Kicks | Chanintr Living Journal<\/title>\n<meta name=\"description\" content=\"Veja built its cult following through its clean and classic design. 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