The newest Veja store in Paris is a repair workshop. Can it help answer fashion’s take, make, and waste problems?
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Will the future of fashion be reduce, reuse, and repair? One brand believes this and is taking action to offer accessible repairs to their customers. VEJA, a lifestyle shoe brand, launched their repair shops. Dubbed the VEJA General Store, this venture reinforces conscious consumerism and signals a transformative shift in the lifecycle of footwear and apparel. By fostering an environment where items are mended rather than discarded, VEJA is redefining the value of goods in an industry often criticized for its transient tendencies.
These 100-square-meter spaces in Paris, Madrid, and Berlin are staffed by cobblers, and exist as a nexus for both shoe and clothing restoration, servicing products from various brands with an emphasis on quality and preservation. As part of VEJA’s broader cobbler project, the shops offer a minimalist aesthetic devised by France’s young architects from Alors Studio, all while operating on renewable energy.
Promoting Product Longevity
Veja General Store
11 Rue de Marseille, 75010 Paris, France
VEJA has been on a mission to encourage product longevity, effectively reduce waste, and promote a more sustainable lifecycle for apparel. The new Veja store is a testament to this mission by incentivizing customers to opt for repairs over new products. The brand is also committed to keeping repair costs affordable.
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The VEJA General Store is a continuation of VEJA’s broader cobbler project, which began in June 2020 to ‘clean, repair, and collect’ sneakers to ensure they endure. Starting from the first cobbler station in Darwin, Bordeaux, VEJA has now expanded the initiative to include multiple locations, such as the Galeries Lafayette in Paris and a VEJA store in Berlin and Madrid. To date over 3,500 pairs of sneakers have been repaired.
Inside Veja’s ‘General Store’ in Paris
Step into the VEJA General Store on Rue de Marseille and you’ll quickly realize that the heart of the store is the shoemaker’s workshop and a clothing alteration space. Whether it’s VEJA’s own V-10 or V-15 sneakers or apparel from other brands, the skilled cobblers and tailors breathe new life into well-loved items, underscoring the brand’s commitment to extending the lifespan of fashion products.
There is also a curated selection of sustainable products. From Japanese brand Decka’s socks to stationery from Public Supply and outdoor gear by Snow Peak, each product aligns with the store’s sustainable vision. It’s a place where responsible brands and consumers converge, fostering a community around shared values of sustainability.
The minimalist, wooden interior, conceived by Alors Studio, reflects the brand’s aesthetic and eco-conscious principles. Powered by renewable energy from Enercoop, it’s another initiative to minimizing its environmental footprint.
Veja’s Broader Approach to Sustainability
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VEJA’s commitment to sustainability begins with its choice of materials- organic cotton, Amazonian rubber, and a range of ‘preferred’ materials like recycled PET and ChromeFree leather. In 2020, 85% of the textiles and leathers utilized were ‘preferred’ raw materials, emphasizing the brand’s dedication to eco-friendliness.
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The brand’s sourcing practices are equally responsible. VEJA pays above-market rates for organic cotton, supporting farmers and ensuring the continuation of organic certification processes. Similarly, the rubber for the soles and midsoles, sourced from the Amazon, is purchased at double the market price, directly benefiting local communities in protected areas.
The Impact of Repair Workshops on Consumer Behavior
VEJA’s repair workshops could help sway consumer behavior by fostering a more circular approach to fashion consumption. By presenting repair as a practical alternative, VEJA is steering customers away from the traditional linear consumption model and towards a more circular future. Through the establishment of the VEJA General Store, the brand has brought the principles of sustainability and longevity in product life right to the consumer’s doorstep.
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The broader impact of such innovative practices is an inspiring template for the industry, signaling a step towards a more sustainable future while fostering a culture of conscious consumerism. As these values gain traction, you can become a part of this change and support a paradigm that prizes both quality and eco-consciousness. Join a movement that doesn’t just repair shoes but also seeks to mend our collective approach to consumption and the environment.