Veja are considered by many to offer some of 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, the label is inventing new methods of work while still creating trainers with designs to get excited over. Ordinarily, 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. They have managed to come up some of the best looking fair trade products I've ever come across, none more so than the Indigenos range. To celebrate the latest launch, the label have created a look book featuring a number of their retail supporters...
The Indigenos lookbook features retail characters from a selection of the best independent stores across Europe. Oi Polloi, Prive Joke, Addict, Novoid Plus, Diverse Menswear, Antic Boutik, The Three Threads all take part. The band of shopkeeping talent met at the Veja studio in Paris last June to produce a photoshoot that celebrates the launch.
Gregory Siary - Novoid Plus
Alex Mein - Diverse
Sebastian Beesley and Patrick Little - Oi Polloi
Veja wanted the Indigenos lookbook to be a tribute to their work and vision while showcasing the latest model. I love both the concept and execution. These retail figures represent the essence of the Indigenos style in a previously unseen way. Over the years our High Streets have become so overrun with huge chain outlets that they have lost their community spirit. On the most part, if you have seen one high street you have seen them all. These individuals, along with many others are trying to change this sorry state of affairs. They all oppose homogenized global fashion with their comsidered selection of styles while nurturing independent labels and projects, just like Veja. Like the Indegenos, these retailers stand strong. For me, the shoot manages to capture the individuality of each store and ultimately demonstrates the versatility of the Indigenos range.
9 comments:
Very nice. Pretty shoe. Only problem: where do I buy them? They don't seem to sell to gringos and their online store goes to size 40 only...
Paul: Where are you based? All of the stores featured in the look book are stockists.
i really like this lookbook really captures something that little bit more individual.
thanks for the introduction to the brand
I love the idea of getting the stores that actually buy the collection to model the lookbook. Who better to sell the products then the people who intend to sell them!
Veja seems to keep getting better with time.
wow those are pretty..love em
want that brown shoes..so awesome
really nice idea and it works well, they seem to be getting better and better, now with the bags and that. i do want some now!
Thanks for the mention Steve! @Paul - the Veja indigenos goes online at Diverse next week
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