ALMOST EVERY GEN Z MEMBER OWNS A PAIR OF WHITE SNEAKERS!

White sneakers can never get old, they are everyone’s must-have item. The French brand Veja is truly the king of the white sneakers, counting among its clients international celebrities and royal family members like Meghan Markle, David Beckham, and Emma Watson etc. The white Veja sneakers have successfully captured the hearts of the Gen Z’ers. So what makes Veja so highly popular among the young generation? Let’s check out this brand more!

PROMOTING SUTAINABLE DEVELOPMENT

The two founders of Veja are very much concerned about the pollution generated by the fashion industry and the exploitation of workers. Thus, when establishing Veja, they adopted environmental sustainability as the brand’s core concept, and all utilizations of raw materials adhere to sustainability principles. Veja uses natural Amazonian rubber for the sneakers’ soles, biodegradable canvas and recycled plastic bottles for the vamp. Every detail contains elements of sustainability to promote the brand’s core value.

REFUSING TO TRANSFER HIGH PRODUCTION COSTS TO CONSUMERS

As each step of the production process adheres strictly to sustainability principles, the production costs incurred on recycled materials and necessary equipment become very high, even as high as 4 or 5 times the costs of other average casual footwear. In spite of this, Veja refuses to transfer its high production costs to the consumers. Its footwear are priced at the $1,000-ish range, which is considered pretty reasonable and affordable.

ELIMINATING ADS AND RELYING ON CELEBRITIES’ WORD-OF-MOUTH

Veja does not have any large-scale promotional campaigns but relies mainly on the word-of-mouth from celebrities. With its core value of sustainability, Veja has garnered the support of eco-friendly celebs to give it free advertising, such as Emma Watson who is often seen sporting the brand’s white sneakers, and Oscar’s Best Actress Marion Cotillard who publicly touted Veja as one of her favorite brands. In this way, Veja has achieved strong promotional effects without having to spend a dollar.

MINIMALIST, STYLISH AND ALL-PURPOSE

Apart from their affordability and sustainability, the minimalist and all-purpose design of Veja’s products are also the main reasons for the brand’s continuous popularity. Its classic V logo paired with different color combinations on its footwear makes them readily matchable with different clothing items to create stylish, contemporary looks.