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IFA Paris Students Immersed in the VEJA General Store

This immersive experience allowed us to discover the brand's unique approach to fashion, sustainability, and social responsibility. What we saw and learned on-site deeply impressed us and reinforced our admiration for a company that positions itself as a pioneer in the sector.

A Strong Commitment to Sustainability

With the opening of its General Store in the 10th arrondissement of Paris, on Rue de Marseille, VEJA brings its repair project to life and redefines the standards of sustainable fashion. This 100-square-meter space houses two cobblers who repair sneakers and shoes every day, as well as a tailor dedicated to giving new life to any type of clothing, regardless of the brand. Additionally, the store offers a diverse selection of responsible products, including books, furniture, socks, shoe cleaning items, and stationery.

A History of Quality and Ethics

Since 2005, VEJA has been creating sneakers by integrating social projects, economic justice, and ecological materials. The brand uses organic cotton from Brazil and Peru for the canvas and laces, Amazonian rubber for the soles, and various innovative materials made from recycled plastic bottles or recycled polyester. The sneakers are manufactured in high-standard factories in Brazil and Portugal. Additionally, the logistics of VEJA's European stores and e-commerce are managed by Log'ins, a social and professional integration company.

An Educational and Inspiring Visit

The visit was divided into two parts, providing a comprehensive overview of VEJA's process and philosophy:

• Part One: Deconstruction and Sustainable Materials

A cobbler disassembled a pair of VEJA shoes to explain the different components and materials used. We learned that VEJA sources organic and agroecological cotton directly from family producers, respecting fair trade principles. By valuing Amazonian rubber, VEJA contributes to the protection of the Brazilian forest while supporting the producer families.

• Part Two: Repair and Innovation

We witnessed the daily work of the tailor, who repairs and transforms clothing to give it a second life. Whether by sewing missing parts or adding elements to the design, the VEJA tailor makes each piece desirable and contemporary.

A Rewarding Experience for Our Students

Our students were fascinated by this visit, which allowed them to understand how a company can thrive through a sustainable approach. Interacting with VEJA professionals provided them with valuable insight into the importance of sustainability in the fashion industry.

The visit to the VEJA General Store was an exceptional educational experience, highlighting the brand's commitment to sustainable and ethical fashion. This immersion not only enriched our students' knowledge but also inspired profound respect for a company that combines innovation, quality, and social responsibility.

A BLACK FRIDAY TRANSFORMED INTO REPAIR FRIDAY

Instead of Black Friday, VEJA organized "Repair Friday" on November 29th and 30th, an event to which our students were also invited. Since 2017, VEJA has chosen not to participate in Black Friday, preferring to promote sustainable actions and reduce overconsomption.

This year, the brand offered free repairs for sneakers, clothing, furniture, and small electronic devices, in partnership with other brands. Introductory workshops, such as shoe care or small electrical repairs, were also offered.

With over 35,000 pairs repaired in their shops around the world since 2020, VEJA continues to prove that sustainability and innovation can transform the fashion industry. In this way, VEJA inspires our students to rethink their own role in the industry and to consider creative solutions for a more responsible future.

If you're interested in sustainable fashion, explore our Upcycling Fashion short course or our Postgraduate Degree Fashion Sustainability - Design Major.