Two Frenchmen started out as sustainable consultants to corporations but found their reports weren't being met with a lot of enthusiasm.
But while traveling through Brazil, they discovered unintentionally sustainable sneakers were very popular. Relationships with Brazilian farmers and manufacturers soon lead to a drastically different shoe making business model.
By paying farmers more to 'tap' natural rubber from trees in the Amazon, rather than harming the tree and the surrounding ecosystem, Veja created a paradigm-shifting approach to conservation and business.
All this, while maintaining an undeniably cool aesthetic; a feature often forsaken by committed sustainable brands.