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Veja Opens First São Paulo Store, Staying Committed to Unconventional Growth
In a market that often rewards speed over intention and trend over principle, Veja has made a name for itself by doing things differently. Founded in 2004 by François-Ghislain Morillion and Sébastien Kopp, the French footwear brand has built a global following by questioning emerging trends.This month, Veja opened its first physical store in São Paulo. Brazil is more than a market for the brand; it's the foundation of its entire supply chain. From organic cotton in the northeast to wild Amazonian rubber and recycled PET collected from the streets of its biggest cities, Brazil is where Veja's ideals are implemented first. To mark the occasion, the Veja team invited us to visit their headquarters in Paris. There, we walked through their design offices, met the teams behind logistics and product development, and sat down with the founders themselves. We didn't see a typical brand roadmap focused on "consumer needs" or seasonal performance; it is a design ecosystem governed by values and production realities. "People think innovation is about what's new," says Sébastien, co-founder and creative lead. "For us, innovation is about what's necessary. Every project starts with the question: can we do this the right way?"While many brands focus on pushing new ideas to market quickly, Veja follows a supply chain–driven model: products are only released when they align with the brand's strict environmental and ethical standards. The recently-released Etna sandal emerged from ongoing efforts to develop new silhouettes without compromising Veja's material standards. "It's not about being perfect," Sébastien adds. "It's about being better with what we have."Retail expansion has followed the same logic. The brand only opened its first standalone store in 2019 — 15 years after launch. "Before that, we didn't have the assortment," said François, co-founder and head of strategy. "It didn't make sense to open a store if it would just sit half-empty."Now, with a broader range of categories and a clear point of view, Veja plans to end 2025 with ten flagship locations globally. Following São Paulo, new openings are slated for Copenhagen, Marseille, and Los Angeles.Veja's São Paulo store marks the brand's first retail presence in Latin America. The 600-square-meter space was designed by local architect and urbanist Roberto Somlo, reflecting Veja's philosophy of transparency. The space uses exposed brick, visible beams, and a fully glazed façade that merges street with interior for a well-rounded experience. The location includes a dedicated cobbler station offering sneaker cleaning and repair services, part of Veja's "Clean, Repair and Collect" program already active in cities like Paris, Berlin, Brooklyn, and London. Furthermore, Veja introduces its repair and maintenance program to the Brazilian market, expanding training and hiring while creating a space to test new styles with the local community. Veja's permanent home in Brazil marks a new milestone, honoring the beginning of every sneaker. Visit Veja's new storefront at Rua Oscar Freire, 565 – Jardins, São Paulo.Click here to view full gallery at Hypebeast
In a market that often rewards speed over intention and trend over principle, Veja has made a name for itself by doing things differently. Founded in 2004 by François-Ghislain Morillion and Sébastien Kopp, the French footwear brand has built a global following by questioning emerging trends.
This month, Veja opened its first physical store in São Paulo. Brazil is more than a market for the brand; it's the foundation of its entire supply chain. From organic cotton in the northeast to wild Amazonian rubber and recycled PET collected from the streets of its biggest cities, Brazil is where Veja's ideals are implemented first.
To mark the occasion, the Veja team invited us to visit their headquarters in Paris. There, we walked through their design offices, met the teams behind logistics and product development, and sat down with the founders themselves. We didn't see a typical brand roadmap focused on "consumer needs" or seasonal performance; it is a design ecosystem governed by values and production realities. "People think innovation is about what's new," says Sébastien, co-founder and creative lead. "For us, innovation is about what's necessary. Every project starts with the question: can we do this the right way?"
While many brands focus on pushing new ideas to market quickly, Veja follows a supply chain–driven model: products are only released when they align with the brand's strict environmental and ethical standards. The recently-released Etna sandal emerged from ongoing efforts to develop new silhouettes without compromising Veja's material standards. "It's not about being perfect," Sébastien adds. "It's about being better with what we have."
Retail expansion has followed the same logic. The brand only opened its first standalone store in 2019 — 15 years after launch. "Before that, we didn't have the assortment," said François, co-founder and head of strategy. "It didn't make sense to open a store if it would just sit half-empty."
Now, with a broader range of categories and a clear point of view, Veja plans to end 2025 with ten flagship locations globally. Following São Paulo, new openings are slated for Copenhagen, Marseille, and Los Angeles.
Veja's São Paulo store marks the brand's first retail presence in Latin America. The 600-square-meter space was designed by local architect and urbanist Roberto Somlo, reflecting Veja's philosophy of transparency. The space uses exposed brick, visible beams, and a fully glazed façade that merges street with interior for a well-rounded experience.
The location includes a dedicated cobbler station offering sneaker cleaning and repair services, part of Veja's "Clean, Repair and Collect" program already active in cities like Paris, Berlin, Brooklyn, and London.
Furthermore, Veja introduces its repair and maintenance program to the Brazilian market, expanding training and hiring while creating a space to test new styles with the local community. Veja's permanent home in Brazil marks a new milestone, honoring the beginning of every sneaker.
Visit Veja's new storefront at Rua Oscar Freire, 565 – Jardins, São Paulo.
Click here to view full gallery at Hypebeast
