Greenblut Podcast

Greenblut FM Episode 17: Sebastien Kopp / VEJA

How to create the perfect sneaker brand. In Greenblut FM Episode Number 17 we speak with Guest Sebastien Kopp from French Sneaker Brand VEJA. Sebastien started VEJA together with his best friend 2004 in Paris. VEJA is a brand of ecological and fair trade footwear and accessories that works with cooperatives of small producers and social associations in Brazil and France. The soles of VEJA shoes are unique, as they are made of natural fair trade rubber from the Amazonas. Most of the uppers are made of organic cotton.
Sebastien Kopp

I have met Sebastien for the first time in 2005 or 2006 after VEJA was just started. Both founders had no  Shoe making experience and they only offered a small line of canvas sneakers. Their production mode seemed crazy …….in a time when most brands moved their shoe production to Asia they were sourcing and producing in the brazilian jungle.

Today VEJA is a very successful growing brand. VEJA shoes are sold in the best stores allover the world, but best of all, they still work with the same producers they had started with in 2005. I am looking forward to my interview with Sebastian and I am curious to listen to the VEJA story.

in this episode we talk about:

  • 2 bankers quit their job and start an ethical sneaker brand
  • working with Altereco
  • from student to entrepreneur
  • a generation hacked by the Internet
  • how to develop a brand without formal knowledge
  • you can do whatever you want if you follow what you want
  • understand the consumer
  • a trip to Brazil
  • organic cotton and fair trade cotton
  • working in the field with the producers
  • follow the path of production
  • create a better production from  A-Z
  • Why Veja is not using advertising
  • why Veja production costs are 5 times higher than regular shoe brands
  • Design + Economics = Success
  • real stories vs artificial stories
  • learn to walk before you run
  • how Veja started with only 10000€ of investment and a loan
  • add 100% of yourself into the Brand
  • how they started Centre Commercial in Paris

Links mentioned in this Episode: