From Vert to Veja: Brand changes name in Brazil

Since 2005, LOOK creates sneakers in a different way, mixing social projects, economic justice and ecological materials.

VEJA uses Brazilian and Peruvian organic cotton for the canvas and laces, Amazonian rubber for the sole and various innovative materials made from recycled plastic bottles or recycled polyester.

VEJA sneakers are produced in high-standard factories in Brazil. The logistics of our VEJA stores in Europe and e-commerce are managed by Log'ins, a professional and social inclusion company.

Vert's history in Brazil is marked by a distinctive approach. Founded by visionary entrepreneurs, the brand was established with the mission of offering high quality, comfortable and stylish footwear, while prioritizing sustainability at every stage of production.

One of Vert's most distinctive aspects is its commitment to using eco-friendly materials and responsible manufacturing processes. From the sourcing of materials to the production of the shoes, the brand seeks to minimize its environmental impact by using recycled, organic and low environmental impact materials whenever possible. It also implements production practices aimed at reducing waste and pollutant emissions.

Another of Vert's strong points is its concern for animal welfare. The brand does not use animal leather in its products, opting instead for synthetic alternatives that offer the same comfort and durability without contributing to animal exploitation.

In addition to its commitment to the environment, Vert also stands out for its engagement with the community. The brand supports local initiatives and social projects, contributing to the development of the communities in which it operates.

In the Brazilian market, Vert has been well received by consumers who value not only the quality and design of its products, but also its ethics and commitment to environmental and social issues. Its continued growth and increasingly strong presence are a reflection of the recognition and admiration the brand has earned over time.

In this article, we talk a little about the name change and its possible impact on fashion.

About VERT

With almost 20 years of existence, the VERT brand is known worldwide as VEJA; its debut in Brazil was under the name VERT (green in French), in 2014, since the original name was already being used and had also been registered.

This month, the brand announced a change of name, but with the promise that the quality and place of manufacture will remain the same, Brazil.

In 2004, Sébastien Kopp and his partner and friend, François-Ghislain Morillion, embarked on a mission to reinvent a product that was symbolic of their generation and still is today: sneakers. The young Frenchmen were the same age (25) and had the same interest in the principles of fair trade.

VEJA was created a year later, with Parisian design, Brazilian production and the use of national raw materials.

VEJA sneakers are sold in more than 100 countries and, over the years, 14 million pairs have been sold. It is the result of the work of a team of more than 500 people, who operate without advertising, stock or investors, and serve Europe, Asia, North America and South America.

A new fabric made from PET

The brand's moment is accompanied by a new production chain for recycled PET. "This reflects the essence of VEJA, as it combines sustainability and quality, with innovation and social impact as a benchmark," says Luciana Batista Pereira, the brand's production chain director.

According to Luciana, last year the brand took an important step in approving a new fabric, produced from 100% post-consumer PET bottles, something new in the industry. “Added to this is a technology that does not use water in the dyeing process, saving an average of 16 million liters of water each year”, says the executive.

New model inspired by Volley sneakers

VEJA's new moment in Brazil will be the relaunch of the VOLLEY sneaker, a sneaker inspired by the national volleyball of the 70s. When it was presented for the first time in 2005, the brand sold more than 5 thousand pairs.

VEJA target audience

According to the brand's owner, François-Ghislain Morillion, they don't conduct marketing studies, so they can't define the brand's target audience. What they do know is that there are 50% women, 40% men and 10% children.

In another article, we talked about how your company can be active on social media and mistakes you can't make, It is worth taking a look.

Did you like the content? Check out other articles at our blog!