Green Times Kick: How Moral Trainers Win Approved Fashion Stamps


It seems that the fashion industry finally woke up. Gucci’s fur; Russian entrepreneur Miroslava Duma is investing 500 million U.S. dollars (379 million pounds) for sustainable innovations in textiles, such as leather and spider silk that can be grown in the lab. During Milan Fashion Week, the brightest party this week is the Green Carpet Award, hosted by Livia Firth to celebrate the Italian fashion supply chain. Matches Fashion recently announced it will partner with Firth consulting firm Eco-Age to “put sustainable and ethical practices at the heart of it.”

The problem with many so-called “ethical” fashion brands is that in the end they all produce something that we all can happily live outside, and thank you very much. Many brands that give top priority to sustainability often overlook the fact that products are also a necessity. You have to wear it.

But in 2004, with only € 5,000 and equal idealism and naivete, Sébastien Kopp and his business partner Fran?ois-Ghislain Morillion, at the age of 24, set out to reshape the routine One of the most useful things in life – Trainer. Kopp said in a Paris office phone call that “the goal is to reshape A to Z sneakers” when they launch their own brand, Veja (meaning “see” in Portuguese).

Veja Trainer is the classic mold design for the smallest footwear. Simply put, white and pumpkin shoe soles, they can be said that the past few years a precursor to the white minimalist coach explosion.
Wired Call Shoes “The coolest, sustainable sneakers we’ve seen.” The appearance of Veja’s £ 95 trainer marks a slightly different business when A & M’s newest retail brand, Arket, opened in September at London’s Regent Street in London – a label that hints at a more transparent supply chain business, with jumpers recycled Made of cashmere. Veja has become the Holy Grail – a sustainable fashion brand that does not look like one.

Together with Célines, Guccis and Nikes, they held their own event at the Dover Street High Church. In addition to Selfridges and Matches Fashion, Veja just acquired the latest retailer Net-a-Porter. In the past few months, they’ve been spotted in Nadia Araujo’s fashion editor and blogger, Lucy Williams, a fashion expert who will be wearing Adidas Stan Smiths in 2015.

It’s wise for Veja to focus on a core product and leverage its understated trainer to use a better supply chain and more sustainable material than its competitors. There are other sustainable brands, including Swedish stockings, which are “conscious” pantyhose you guess for yourself; and the underwear brand makes nude labels for everyday bras and shorts in Valencia, Spain. Australian brand A.BCH is committed to using the most sustainable resources to produce beautiful jerseys, as much as possible the transparency of the supply chain. These are everyday clothes that we all need to wear. Clever is how they are made.

Kopp and Morillion chose to produce in Brazil because of the availability of wild rubber, organic cotton and factories, with 80% of workers attending unions at wages above the minimum wage. They are close to the industry as if the ingredients were bananas or fair beans, worked directly with 320 cotton farmers and used agroecology to combine different types of crops to ensure minimal soil erosion. They pay farmers twice the market price. The income of Seringeiros’ 60 homes (rubber shovels) is high, so they do not have to supplement their income by clearing the forest to grow additional crops or reserve cattle. Although Veja uses vegetable tanned leather (using gum acacia instead of chromium), it also offers many vegetarian alternatives, including those made from recycled plastic bottles.
And it has a business model that turns traditional economics into number one. The cost of producing shoes is five to seven times higher than the average shoe in Asia. One of the reasons why many brands are struggling to move to more sustainable processes and purchases is because it has a huge impact on profitability. But for Veja, this is not the biggest, cheapest or most profitable. Instead of engaging in expensive advertising or marketing campaigns, it relies on word of mouth as well as celebrity fans such as Marion Cotillard and Emma Watson. Despite this, sales doubled in previous years and by 2015 sales increased 30%. “Everyone loves it,” Science says. “It is possible that the boss or owner of the company is not insane, everyone has high income, high minimum wage, and high minimum wage – it’s a cool company where everyone can live a happy life.”

In Paris, the brand has a store called Centro Commerciale, which sells other carefully selected clothing and footwear brands and household goods. It was very successful, and next month they opened their doors on the left bank for a second. “At the beginning, everyone said ‘No one is interested, no one will talk nonsense’ and today [too busy] you can not come in on Saturday.

Just as Veja works in some utopian world, but increasingly in a world where brands are sought after by their clients, they want all the styles, not the dirty secrets. “Indeed, Veja is more than just a shoe brand,” Kopp said. “We do not want to be another Nike and we want to show that if two friends with no background in the industry can do it and everyone can do it, we want Veja to be a role model and we want to use all our knowledge and all our knowledge Convincing other brands, having all your abilities, you can do more.
As the first manufacturer of football in 2004, Ethletic has evolved into a coaching brand. German shoemakers use Sri Lankan rubber approved by the Forest Stewardship Council and rubber produced in Pakistan to improve the living and working conditions of employees.