Veja - Under The Scope

The Rise of Veja

Unless you have been hiding under a rock for the past few years, it would be very hard to miss the rise in popularity and demand for Veja trainers. Established in 2005 by French childhood friends Sébastien Kopp and François Morillion, Veja was conceived with the intention to ‘rethink the creation of a popular production’ after they witnessed the dark side of globalisation during travels to Africa, Asia and South America. Their pared-back silhouettes and subtle branding have made Veja an effortless staple — equally at home with tailoring or weekend denim.

Design, Ethics and Impact

The French label has made it its agenda to make footwear as responsible as possible — one foot in design, the other in social responsibility. Veja has disrupted the sneaker industry with innovative, stylish and contemporary designs. The hype around Veja shows little sign of dying out, especially as consumer expectations evolve. But what is it about Veja that we all love? The label’s minimal aesthetic, combined with an unmistakable commitment to transparency, makes each pair feel considered rather than commoditised.

Firstly, it may seem premature, but their shoes have already become a staple classic we can’t stop wearing. Compared with the big cats in the industry, Veja has made a major impact in a relatively short time. Remarkably, they use no marketing or advertising whatsoever. Rather than spending on adverts, the brand channels those funds into research and production development for its trainers and into social projects. That approach not only keeps prices reasonable but also lets them prioritise better materials and fair pay. Much of this success has been organic — propelled by consumers and tastemakers who value quality, design and ethics. This leads to the second reason we love Veja.

They are ethical and focused on making the world a better place — as the duo put it, ‘making what we want the world to become.’ Veja is completely transparent about its operation, from how much workers are paid to how a pair of Veja trainers are made. The word Veja is Portuguese for ‘look’; Kopp and Morillion want people to look beyond the sneakers and see how they are made. The founders have committed to avoiding harmful chemicals and to using sustainable materials, including organic cotton, wild rubber and recycled polyester.

Sustainable, stylish and sensibly priced — Veja sits at the intersection of conscience and cool. Their measured approach to materials and manufacturing makes each season feel thoughtful rather than reactionary.

Ready to shop? Explore the full Veja collection at TOWER London.

Shop Veja at TOWER

Veja Campo Womens White / Natural Trainers View product

Veja Campo Womens White / Black Trainers View product

Veja Campo Womens White / Matcha Trainers View product

Shop all Veja at TOWER London