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Veja

These awesome sneakers are made under fair trade principles and in the most eco friendly way possible.

Canvas
Veja’s canvas is made of organic cotton cultivated by 2 cooperatives of small producers in Brazil. The first one is located on the North coast of Brazil, a dry and poor area. For Since the 90’s, the cooperative Veja is working with, has developed an “agro-ecology” system, which is a sustainable agriculture model. Producers do not use chemical pesticides or manure. They receive technical support from ESPLAR, a local development NGO. The second one is more recent. In South Brazil (Paraná), 48 producers decided to move into organic production because the very low prices of cotton couldn’t provide them a decent life. Veja supports them for the conversion and pays them a fair trade premium. Cotton is grown by small producers of Northeast Brazil and Paraná. Veja buys cotton respecting fair trade rules and has long term commitments to the cooperatives. Veja offers twice the market price to the Brazilian producers to buy their organic cotton. This price has been negotiated with the producers and does not depend on the world market price, which is strongly lowered by European and North American subsidies.

Soles
Veja soles are made of natural latex coming straight from the Amazon Forest in the Chico Mendes reserve. The Amazon is the only place on earth where wild rubber trees are to be found. Seringueiros collect latex for more than two hundred years. Their activity, which does not require putting down any tree, is a great way to preserve the world’s largest forest. Natural rubber is renewable and biodegradable, as opposed to synthetic rubber or plastic, which is produced by using fossil and non-renewable materials. Located in the state of Acre, in the Amazon Rainforest, the cooperative of Seringueiros (rubber collectors that live in the forest) receives a 30% premium on the rubber sold directly to Veja. The fair price paid to the producers provides them to live from latex extraction and stop the deforestation.

Eco leather
In Brazil, Veja has developed ecological leather. Ecological leather means chrome-free leather tanned with organic compounds only. On a social basis, leather cannot be studied as a fair trade project. Extended lands and financial investments are required in order to cattle. The leather producers do not stand in the same economic situation that the other producers veja work with. Production For each industrial step, veja works with cooperatives or firms that guarantee workers dignity. Cotton spinning is done in a cooperative in São Paulo. For each step of production veja deals directly with its partners from the cotton fields to the doors of the retailers.

Distribution
In France, Veja created a partnership with the association Ateliers Sans Frontières for the storage and the delivery of the ecologic sneakers.Equity and solidarity do not end at the outside border of the Western World. This association reinserts people in great social difficulties through work and formation.