The sustainability team behind Veja shares how their organic cotton sneakers are sustainably sourced from Brazil.
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When a brand says they’re sustainable, they aren’t stating that their products have no impact. They’re saying they’ve taken initiatives to reduce their impact on the planet and create positive economic opportunities for the people who make them. That’s why Veja sneakers are made from materials such as organic regenerative cotton and recycled rubber, they’re shipped by boat instead of by plane, and contracts with farmers are pre-financed before harvest. Production initiatives like these reduce CO2 emissions and water use and provide economic security across the supply chain. When a brand transparently shares production details and their noticeable results, it gives more weight to the term ‘sustainable.’
Paris-based Veja is, of course, a sustainable brand. Their latest drop- is a collection of 100% organic and regenerative cotton sneakers. It’s well known that organic cotton requires less water than conventional cotton and is better for the soil since it forgoes being grown with pesticides. Regenerative cotton goes a step further- growing crops in a way that nourishes the soil and increases biodiversity. Taking sustainable initiatives such as choosing water-saving crops is important, considering that Brazil, the world’s second-largest cotton exporter, has been experiencing drier-than-normal weather since 2019. And these Veja sneakers are sourced from cotton farms in Brazil. The team behind the brand shared how decisions to choose regenerative cotton are sustainable and will protect and preserve the environment in the long run.
Do you know the CO2 emissions of the Wata II?
Not yet, but since the creation of VEJA, we are familiar with all the people we work with from the producers to the factories where we conduct social audits and chemical tests every year.
We have full traceability in our production chain. This full traceability helps us control the manufacturing of our sneakers and their distribution. We prefer to ship our shoes by boat and not by plane. In 2019, we wanted to go further. We wanted to know the true impact of VEJA by calculating all our CO2 emissions, something no one else does. The methodology that is used to measure CO2 emissions is complex, often vague.
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Most companies don’t pay attention to their production chain, mainly because they don’t know what is happening there. As a result, they publish incomplete results, including only a tiny part of their impact like their company cars. The influence of their raw materials and production in factories is not included in their study, even though it is very often the most significant part of the emissions.
We calculated everything: from the raw materials used in our collections, to our offices, business trips, not forgetting the transport of our pairs, the emissions of our warehouses, etc…
We believe the only way to defeat blind spots is to calculate everything and release everything.
You can check out our results on our CO2 Project Page: Project | VEJA
VEJA has plans to reduce its leather collection. Does that mean that it will increase its cotton collection? If so, how will deforestation be prevented?
We are already working on reducing the use of leather and increasing the use of alternative, sustainable materials such as organic cotton, recycled plastic, Amazonian rubber, and vegan alternative to leather.
Also, we have already implemented several initiatives, such as sourcing organic cotton from family farms in Brazil that practice agroforestry, a farming method that integrates trees into agricultural landscapes. This method helps to prevent deforestation by preserving existing forests and promoting reforestation.
Additionally, VEJA has committed to traceability and transparency in its supply chain, which includes monitoring and auditing suppliers to ensure that they meet environmental and social standards. By doing so, we aim to reduce the environmental impact of our production and ensure that the materials it uses are sourced responsibly.
Taking into consideration Brazil’s recent drought, how do farmers conserve water?
Ever since the VEJA project was launched in 2004, we have been aware of the challenges posed by droughts, which are a very common in Brazil. The families of producers who work with VEJA use a variety of techniques and technologies to conserve water and maximize its availability during periods of drought.
Some of these strategies include implementing drip irrigation systems, using rainwater harvesting techniques, and planting crops that are more resistant to dry conditions.
Additionally, the families of producers employ soil management techniques that improve water retention, such as no-till farming and the use of organic matter in the soil.
By adopting these practices, the families of producers can ensure that they have a reliable water supply, while also promoting sustainable agriculture practices.
VEJA’s prices of cotton per kilo have increased in the last 2 years. How do you negotiate or set a price that is profitable for farmers?
At VEJA we use a pricing model for our cotton that is based on transparency and fair trade.
We work closely with the cotton farmers to establish a fair price that considers the cost of production, including labor, materials, and environmental impact. This is done through a process of dialogue between VEJA and the families. We implemented a unique pre-financing model that ensures farmers receive a fair and stable income, regardless of external factors that may affect their work. This means that families receive a fixed price for their work, which is determined at the beginning of each season, and are paid 50% in advance for their harvest. This provides them with financial stability and enables them to plan their farming activities more effectively.
VEJA manages living wages by working directly with small-scale producers and ensuring fair prices for their work. This allows producers to be paid fair wages and invest in sustainable production methods. Additionally, we regularly report on our pricing and labor practices on our project page: Production | VEJA.
In addition to our commitment to fair labor practices, VEJA is also a certified B Corporation.
B Corps are for-profit companies that meet high social and environmental performance standards, accountability, and transparency. This certification helps VEJA meet rigorous social and environmental responsibility standards, including fair labor practices and sustainable production methods.
VEJA’s harvests are pre-financed. Are farmers still paid if crops are damaged by environmental factors?
Yes, the families of producers who work with VEJA are still paid even if their crops are damaged by environmental factors such as drought, floods, or pests.
VEJA implemented a unique pre-financing model that ensures farmers receive a fair and stable income, regardless of external factors that may affect their work. This means that families receive a fixed price for their work, which is determined at the beginning of each season, and are paid 50% in advance for their harvest. This provides them with financial stability and enables them to plan their farming activities more effectively.
VEJA not only supports sustainable and responsible farming practices but also cares about its relationships with the families of producers to achieve fair and equitable practices.
What’s the best way for people to dispose of the Wata II? Can they be repaired?
VEJA has implemented several initiatives to reduce waste and promote circular economy practices, including a repairing and recycling project born in Darwin, Bordeaux in 2020.
We have three cobbler stores open to customers: in Bordeaux, in Paris (Galeries Lafayette), and in Berlin. We also have one in our warehouse, that allows us to repair pairs with small defects and put them back in our sales cycle.
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Our repairing offer: Through repairing services, we strengthen the physical durability of the pair compared to its original state. Through cleaning services, we increase the emotional durability of the product.
We repair all kinds of shoes and all brands because we consider that waste generation on the fashion industry in not a brand issue, but an industry issue.
In parallel, when a pair of VEJA is returned to us because of a quality problem, we fix them and sell them as reused products in our store in Bordeaux. Once the pair aren’t repairable anymore, we propose a recycling solution.
We have since the opening of our first cobbler store, repaired over 12,000 pairs.
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