Friday, 16 July 2010

Carrying Veja

For AW10, Veja debuts Project Numero Deux, the first collection of bags.

Veja are considered by many to be the greenest sneakers and rightly so. There is however, far more to them than their eco-friendly credentials might suggest. The French label produce simple, low profile trainers produced to a very high quality. With organic cotton from the Northeast of Brazil, wild Amazonian rubber and ecological leather, it is inventing new methods of work while still creating trainers with designs to get excited over. I have to be honest with you, when I hear the words eco friendly uttered my mind is filled with thoughts of clumpy hemp or folksy printed creations but fortunately Veja offer a different proposition. The label was set up in 2003 by two Frenchmen determined to fight worldwide deforestation, exhaustion of natural resources and Labour exploitation. They have managed to come up with one of the best looking fair trade products I've ever come across, none more so than the Indigenos range for AW10. Now they have extended their offering to bags with the launch of Project Numero Deux...

Veja's Project Numero Deux launches in September.

Back in April I popped down to see them at their London showroom to find out as much as I could about the brand. What struck me straight off was the close knit nature of the team (the London office has only three staff) and how they let the products do the talking for them. You won't see any fairtrade labels pasted on to any of their products. In addition to being impressed by its values and design, the showroom visit afforded me first glimpse of Project Numero Deux AW10. Now that a few months have passed and the launch date is imminent I can finally talk you through the range! Like the trainers, the Veja bags are made with ecological materials. The lining and canvas are made from organic cotton grown by a co-operative of producers in the Northeast of Brazil. The cotton is grown in the agro-ecology method which bans the use of chemicals and pesticides. While the leather is tanned with acacia extracts, a natural non polluting tannin. Let's take a closer look at the range...


Veja Acacia. Canvas style messenger bag.

The Acacia profile.

The Acacia also comes in Navy Biscuit, Burgundi Biscuit, Graphite Cappucino and Kaki Cappucino.

Veja Acacia Leather. Leather style available Burgundi, Cafe and Auburn

The Cafe version is stunning...

A closer look at the tanned leather.

The range. Veja Acacia in canvas and leather sits alongside the Mochila style backpack.

In recent seasons Veja has created a global chain that emphasises solidarity and the environment ranging from their small producers in Brazil to the European concept stores that we are all more familiar with. If you are interested in the range, Project Numero Deux AW10 will be available for pre-order from August 19th on oki-ni, while the launch party will be on September 2nd at Darkroom, Lamb’s Conduit Street.

3 comments:

Mat said...

this is a nice surprise, veja seem to be coming up with some really nice products that have a conscience, which i am very down with.

Syed (dapper kid) said...

I am rather drawn to that backpack. And anything red gets my vote...rather sweeping, but I do love red.

Alex M said...

We'll have sevreal of these bags instore shortly for AW10...the leather styles are great.

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