VEJA, the hottest French basketball brand at the moment, crosses the Atlantic. The colorful sneakers have just moved to 205 Mulberry Street, in the Nolita district south of Manhattan, for what is only the second VEJA store in the world.
Thought and created by François-Ghislain Morillion and Sébastien Kopp, longtime friends, VEJA first became known online and through distributors before opening its first store in Paris only four months ago. The brand derives its success from its ecological commitment and from its sneaker models recognizable by their sleek design. The New York architect Paul Van Der Grient, of WXY Studio, designed for this second store a minimalist, simple, raw space. “Used parquet tells a story, and it's greener to try to keep what can be reused” explains Sébastien Kopp.
Located in the Nolita district, the VEJA store is large and – necessarily – powered by renewable wind energy. Once inside, past the few steps, we discover on the left the projection of a video revealing the DNA of VEJA: its history, its commitment to pay equity, its ecological missions and convictions, the process of manufacturing of his sneakers as well as the innovative materials used. As you wander your gaze on the wall, you will see a sign: ”Sustainability is an empty word. We choose reality ”. Continuing, overlooking the space, the red brick wall reveals one of the brand's flagship models: V-10 Nautico Beijing (blue and red). In the center of the store, running shoes, whose innovative composition in recycled plastic bottles, castor oil, rice and banana is the result of four years of research. At the bottom of the space, a second part with dozens of sneakers, for all ages and all tastes, men, women and children. All this is illuminated by the two neon architectures of Kleber Matheus, Brazilian artist.
A successful American entry
For the past week, the VEJA store in New York has been officially open to the public. “Since our opening, whether on weekdays or weekends, there have always been people. I think the brand is perfectly suited to customers in the neighborhood. People are first attracted to the design of the sneakers, then our eco-responsible message convinces them " explains Niels S. Hirsch, assistant “store manager” VEJA. The brand chose New York as the first American destination, for its reputation in fashion and design. The US market is already one of VEJA’s largest.
A place of exchange
Starting next April, the space will also serve as a gathering and conversation place for debates on environmental and ecological subjects, but also for product and brand launches. “In this shop, we want to go beyond the sneaker business. We will launch projects we believe in and help people connect with meaningful initiatives ” specifies François-Ghislain Morillion.
VEJA, currently "leader" in the "eco-responsible basketball" trend, hopes to start a movement and is expecting support from other basketball brands in this market. “The fashion and shoes industry is highly criticized for being polluting and a source of multiple wastes. We hope to send a clear message that it is possible to produce 100% natural and recycled sneakers ” Niels S. Hirsh concluded, as a couple walked through the door of the store.
