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In March 2005, Veja launched in Paris, London and Tokyo, the first fair trade sneakers. Using organic cotton from the Brazilian Nordeste and natural wild latex rubber from Amazonia, Veja changes the rules of world trade and proposes sneakers that respect the human being and the environment. To create Veja sneakers, the two founders have set up an integrated supply chain in organic cotton and sustainably harvested wild latex rubber. The cotton comes from a cooperative in the Northeast of Brazil, one of the poorest regions of the country. Two hundred families live from the growing of this environmentally friendly cotton. Manufacturing is done in the south of Brazil in a cooperative that respects the workers dignity. Every step of the production, from the culture of the raw materials to the distribution in France and Europe is subjected to a direct and transparent relationship between Veja and the producers. Fair trade does not mean charity. Fair trade is a commercial act that respects the dignity of the producers. To determine the purchase price of cotton and latex, Veja, helped by ESPLAR, a local NGO, has recalculated the real costs with the cooperatives. Veja buys cotton at twice the world market price in a bid to reestablish a sort of social justice. Veja shows that it is possible to propose trendy sneakers without failing to meet high ethical standards. Available in Canada at:
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