The two Parisian brands Veja and Amélie Pichard have entered into a cooperation, the result of which is a sneaker inspired by nature with a robust, distinctive sole that should prove itself in any environment.
“With her unmistakable design, Amélie Pichard refers to the no-frills comfort of a clog, a metaphor for today’s sneakers. As a nod to luxury brands and the irony of the resulting replicas, Amélie Pichard and Veja have reworked the upper with an inverted monogram pattern.”
“The sole was finished with a shiny stripe that Amélie Pichard wanted to give the impression that the shoe had been dunked in mud, a symbolic nod to a stylish off-road sneaker that can take a beating, in line with the vision, which Amélie Pichard follows with her brand of the same name,” the brands continue.
The sneaker combines craftsmanship with ecological production and has been carefully designed piece by piece and manufactured in Brasil. The upper is a recycled polyester V-knit knit made from one piece to make the shoe as compact and efficient as possible. This knitting technique reduces the number of layers and stitches and thus waste.
In addition, this approach makes the shoe ultra-light and comfortable, allows the foot to breathe better and optimally supports the sole. A combination of sugar cane, sustainably grown rubber from the Amazon and rice waste was used for the sole. The insole is made from sugar cane and organic cotton. Constructed from natural Brazilian latex, the L-Foam pillow offers optimal comfort and shock-absorbing protection.
The campaign was photographed by Ukrainian twins Zhenya and Tanya Posternak, who live and work in New York. Their raw photographic style underlines the vision of Veja and Amélie Pichard, who focus on transparent sustainability, contemporary innovation and craftsmanship, as well as adding a socially critical note.
The sneaker costs 220 euros and is available via the official Veja website and in selected stores.