In the last year or so, Veja sneakers become so popular that they’ve joined the pantheon of imminently recognizable shoes, up there with Adidas Stan Smiths, Converse All Stars, Nike Air Force Ones. And to mark its transcendence from a cult-favorite sneaker brand to a household name, it has opened up a store on Mulberry street in Nolita.
But if you know anything about Veja, you know that it really cares about sustainability and ethics. So the store – designed by New York architect Paul Van Der Grient of WXY Studio – is minimal, and reuses the wood flooring and exposed brick walls from the store’s previous life (as the old Creatures of Comfort space). It gives it an industrial, purposefully half-finished feel. It carries every model of the Vejas, from the Rick Owens collaborations to the brands recently-launched running shoes. On the walls, there are displays of the shoes, and also one that breaks down how considered each part of the shoe is, from the wages of Veja workers in Brazil, to the amount of organic cotton Veja buys each year. You can see it now at the new flagship at 205 Mulberry street.