This Kind Of Sneakers Stick To A "Moral" Production Chain.

These shoes are made of natural rubber, organic cotton and ecology from the Amazon rainforest.

Make.

Browse this

The Instagram or Facebook of the brand, almost every product introduction, is about the same thing. "These shoes are made of natural rubber, organic cotton and ecological leather from the Amazon rainforest."

In addition to its products, it will also publish pictures of production sites and factory production sites related to Amazon rainforest, such as the collection of natural rubber, organic cotton production base and assembly product from the rubber tree of Amazon.

This is called Veja.

Production of sports shoes, and in France and Brazil headquarters, products appear in the world's top buyer shops, such as France's Colette, Centre Commercial (this Paris buyer's shop is Veja opened.

), Allanjoseph Store, Dover Street Market in London, Kith in New York, Privejoke in Brussels, etc.

In addition, it will collaborate with other fashion designers from time to time to launch joint names. HYPEBEST and HIGHSNOBIETY have tracked their new developments.

This is not because of its extraordinary design philosophy. The distinctive feature of this brand is its persistence in practicing a "moral" production chain.

The French S, Bastien Kopp and Fran ois-Ghislain Morillion had made a research project on sustainable development in the world at the age of 25, but the final research report was not taken seriously by the big companies, but their experience in Brazil prompted them to create the Veja shoes brand in the 2005 year of.

Veja applies the concept of "moral production" to every production link, raw material supply, production process, packaging, distribution, and reducing advertising and marketing input.

As Veja has repeatedly stressed in its social pages, their raw materials come from the natural rubber in the Amazon rainforest of Brazil, which is provided by a number of local family shops of about 60 hectares. The non pgenic, non pesticide organic cotton from the northeastern part of Brazil is used to extract tanned leather from plants and avoid heavy metal contamination of water.

In addition, Veja is also testing other special eco materials, such as tilapia skin, a local food fish, which has been popular with women since its launch in 2004.

Last year, they used a B-Mesh material made from recycled plastic bottles.

In addition, the brand is located at Porto Alegre assembly plant in Porto Alegre, Brazil, which ensures a good working environment and salary benefits.

The European warehouse and logistics system is undertaken by Ateliers Sans Fronti res, a public welfare organization that helps people with criminal records, drug addicts or other employment difficulties.

{page_break}

The name "Veja" comes from the Portuguese word "look" in Brazil. It means "surpass the surface of a pair of shoes and see how it is made."

Morillion explained in an interview with HIGHSNOBIETY.

Another founder, Kopp, said in an interview: "we refuse advertising, which is meaningless to the customer."

Word of mouth is the biggest and most powerful advertisement, and we don't need to be told that it is really effective.

At the same time, they will only accept the order production in the next 6 months, so as to ensure that raw materials are not wasted.

"Veja brand increased by 30% in 2015 and is expected to grow by 40% in 2016."

According to Quartz's interview with Kopp, Veja gave 3 times the market price for their organic cotton suppliers, while the supplier grew from the initial 30 to 800 now.

Veja is like an eco material laboratory. They cost 5 times as much as other brand shoes.

"We are doing this through the Veja brand, and will be applied to other projects after that."

Kopp said.

Veja's website has a separate block, "PROJECT", which is based on their shoes brand as a fulcrum and connected to other social welfare projects.

Veja has been sold in more than 1000 stores worldwide, excluding mainland China.

However, their official website can mail mail around the world and enjoy more than 150 euros of free mail.

There are also sales in America and Asia. Although the style is not all, there are also purchasing agents on Taobao.

According to the official website, the price of the different styles varies from 49-150 euro to euro, which is basically less than 1000 yuan, which is quite cheap for a brand in a buyer's shop, especially considering its production cost.

{page_break}

Sneakers simply do not pursue many changes in the design, the classic design of those kinds of appearance, material innovation cycle is not as fast as technology products, so the marketing of sports shoes is very important concept support, from a large and small sneakers brand found by consumers and the reasons for the choice.

The brand side basically has the following several ways.

One of the important directions is selling tidal culture, such as Vans, which is built by skateboard culture, and Converse, which creates canvas shoes, is also the main street culture.

In fact, the name of Sneaker shoes is from these rubber bottomed canvas shoes or skateboard shoes.

The type of professional sports relies on technological innovation and aura of sports stars. For example, Jordan, which helped Nike to play the world, has almost created the legend of sports shoes marketing. For example, Nike, after retiring from Kobe Bryant, has launched a series of Black Mamba signature sneakers.

Celebrities are the celebrities who take the fashion route. The classic case is Adidas's Stan Smith. Besides, they have to nominate Kan's Yeezy.

This is basically a way for all fashion brands to use.

The last one is to follow the lifestyle line. Behind the brand is the advocacy of a unique attitude towards life.

Each brand has its value guidance attributes, some of which are more obvious. It advocates that jogging lifestyle New Banlance can be considered one, though it was once out of motion attribute to make it a bit blurred.

Veja, no technology, no stars, no street culture, will not do any advertising in addition to its own social network.

To a certain extent, it is a way of life. It is precisely the attitude of promoting moral production, not only in a certain link, but also in the change of production chain.

In fact, more brands are starting to do so, and Safia Minney, Baserange and big fast fashion brands reported before curiosity have taken action in some links, such as H&M's old clothes recycling week launched today, though the latter has not changed its essential business model.

Behind these changes, there are naturally a group of consumers who support the concept of moral production. They are concerned about the ecological environment, fair trade, and how the products they consume are produced. This has become a new fashion attitude.