VEJA started in Paris in 2005, when Sébastien Kopp and François-Ghislain Morillion set out to make a sneaker where every part of the chain could be traced. The shoes are sewn in southern Brazil, the outsole contains wild rubber tapped in the Amazon, the cotton comes from cooperatives in north-eastern Brazil and the leather is vegetable-tanned without chrome. Around three recycled PET bottles go into the materials of every pair. VEJA doesn't buy advertising – the money goes into raw materials and production instead.