A new sustainable outlook from the ground up

Resource / A new sustainable outlook from the ground up

By Sam Polti / 06 Jan 2016

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.

What might the implications of this be? What related resources have you seen?

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