VEJA

Veja was born in 2004 with an idea the brand puts into one of its own sentences: "creating sneakers in a different way, mixing social projects, economic justice and ecological materials". Twenty years on, that sentence is still the brand's entire map. It's not a slogan: it's a method, a contract with the field, a contract with the factory, a contract with the person who puts them on.

Veja sneakers are made in the Northeast and South of Brazil, in factories that respect workers' rights. The cotton is organic, Brazilian and Peruvian, bought directly from producer associations. The rubber comes from the Amazon —since 2004 the brand has bought over 4,300 tons— paid at five times market price so that the seringueiro's craft continues to make economic sense deep in the forest. Leather, recycled materials, upcycling. All of it documented, step by step, in their transparency section.

And then there's the other gesture, the one most often told and the one that best sums up how Veja understands all this: zero advertising. No ads, no paid endorsements, no sponsored celebrities. What is normally spent on marketing, Veja invests in paying better for raw materials and the people who make them. That's why a Veja sneaker costs what it costs and that's why, when you put them on, you know what you're taking part in.

We carry them at SUNE because they fit exactly what we are: brands with an honest purpose, made by people, with the ambition to last more than one season. Veja go with jeans, with a dress, with a long skirt, with office trousers. They work on Monday and on Saturday. They become more beautiful with wear, not less. And when they wear out, the brand itself runs a repair and collection programme —Nettoyer, Réparer, Collecter— that extends their life further still.

They are B Corp certified sneakers. They are the concrete answer to a question we ask ourselves often: can you make a beautiful, comfortable, contemporary sneaker without leaving destruction behind? Veja has been proving for twenty years that yes, you can, and that it's perfectly possible to wear them every day.

You'll find our Veja selection available online. If you'd like to see them and try them on with time, drop by our Passeig de Gràcia stores.