Veja launches Paris concept store with a Sneaker Repair Center
©Veja
Veja, the renowned French sustainable sneaker and accessory brand celebrated for its eco-friendly materials, has unveiled its latest venture in Paris: the Veja General Store. Nestled at 11 Rue Marseille in the 10th arrondissement, this 100-square-meter space marks a significant milestone for the brand, combining retail with a pioneering repair initiative aimed at promoting circularity and longevity in consumer products.
The Veja General Store, strategically situated at the site of the brand's inaugural Centre Commercial store established 13 years ago, embodies Veja's commitment to sustainable practices and responsible consumption. Notably, the store features an in-house repair project, an integral component of Veja's mission to redefine product longevity and minimize environmental impact.
Veja's journey towards sustainable repair initiatives dates back to previous projects focused on fostering responsible consumer behavior. From the "Clean, Repair, and Collect" project launched in June 2020, which offered shoe cleaning, fixing, and recycling services at their cobbler station in Bordeaux's Darwin, to subsequent repair stations established in renowned establishments like Galeries Lafayette in Paris and their stores in Berlin and Madrid, Veja has consistently championed repair as a means of reducing waste and extending product lifespan.
Co-founders Sébastien Kopp and François-Ghislain Morillion emphasize the importance of repair in addressing the staggering volume of discarded footwear globally. Recognizing the decline of traditional shoe repair shops and the lack of focus on repairing sneakers, Veja aims to fill this gap by providing dedicated cobblers and tailors at its General Store in Paris.
Beyond repair services, the Veja General Store offers an array of sustainable products, including sneakers, books, furniture, socks, and cleaning items, sourced from responsible brands. The store's design, a collaboration between Veja teams and French architects from Alors Studio, exudes a minimalist aesthetic with warm accents, reflecting Veja's ethos of sustainability and innovation.
Powered by renewable energy from Enercoop, the Veja General Store embodies the brand's commitment to environmental stewardship and ethical retail practices. With its holistic approach to sustainable fashion, Veja continues to set a new standard for conscious consumption and eco-friendly retail experiences.
