Veja is the story of a crazy venture: to create simple, urban-style trainers that are environmentally-friendly and produced under fair trade conditions. Veja shoes are made either from organic cotton, cultivated by small Brazilian producers in independently-run cooperatives, or from vegetable-dyed leather. The rubber is natural and comes from the Amazon forest. Veja also works in direct collaboration with ecological and rehabilitation organisations. So, it’s a socially-conscious and committed brand, whose designs are snapped up in the trendiest concept stores.