Twenty years after its foundation, Veja opens the first store in Latin America. The opening in São Paulo takes place today on June, eleventh. The 600 square meter flagship store is located in the Rua Oscar Freire 565. It confirms the commitment of the brand for Brazil. The shoes have been produced there since the beginning using local raw materials.
The building designed by the architect Roberto Somlo reflects one of the principles of the brand: transparency. Visible brick walls, exposed carriers and a glass facade ensure daylight incidence and a connection to the street. Somlo describes the store as a connection between history and modernism. The original materials of the building tell the history of the urbanization of the district. At the same time, the ‘truth of the materials’ typical of the modern style in São Paulo is shown without decorations.
A special highlight of the store is the cobbler station. There, sneakers are repaired and cleaned. With the opening in Brazil, Veja expands her project ‘cleaning, repairing, collecting’. This is already available in Paris, Bordeaux, Berlin, Madrid, Brooklyn and London. Over 45,000 pairs of shoes have already been repaired worldwide.
Leandro Miguel, Commercial Director Latin America at Veja, emphasizes the importance of the store for the brand. Brazil is the heart of Veja. The sneakers would be produced by Brazilian workers from Brazilian raw materials. After the successful establishment of the name Veja in Brazil, the opening of the first store was an important mission.
V-90 São Paulo Mon Amour
To celebrate the new chapter, Veja launches the ‘V-90 São Paulo Mon Amour’. The sneaker is available exclusively in the store in São Paulo and online. The 371 pair of edition is reminiscent of the city’s 471st anniversary in 2025. The coloring in gray, black and yellow reflects the metropolis and its multicultural soul. The area code of São Paulo (011) is also integrated in the design.
Veja was founded in 2004 by the Frenchman Sébastien Kopp and François-Ghislain. They came to Brazil with the idea of reinventing the production of one for their generation of iconic article: the sneaker. The aim was to change every step of the manufacturing process and to create a product with a positive effect. Veja uses organic cotton from Brazil and Peru, natural rubber from the Amazon area and leather from Rio Grande Do Sul and Uruguay for production. Recycled PET made of plastic bottles is also used. The company is constantly developing new materials and technologies.
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