Veja Champions Circularity with ‘Repair Friday’ Initiative

In an era dominated by consumer-driven promotions, Veja, the French footwear brand, is distinguishing itself with a sustainable approach to the frenzied shopping period of Black Friday. Instead of offering traditional discounts, Veja is championing ‘Repair Friday’—an initiative encouraging customers to repair rather than replace their footwear.

Launched in response to the environmental impact of overconsumption, ‘Repair Friday’ will take place on November 29 and 30 at Veja’s Paris headquarters. This initiative follows the success of last year’s ‘Free Friday’, where the brand offered free repairs for sneakers at their cobbler locations, extending the life of 450 pairs within just 24 hours.

Since abstaining from Black Friday in 2017, Veja has established 10 global cobbler stations and repaired 35,000 pairs of shoes, demonstrating a robust commitment to reducing waste and carbon emissions associated with new products. This year, they anticipate repairing sneakers for around 500 visitors, illustrating a growing consumer shift towards more sustainable consumption habits.

Veja’s broader retail strategy also reflects this sustainable ethos. Recent expansions include the opening of a new store in Brooklyn and a Veja General Store in Paris, which houses cobblers and a tailor dedicated to repairing both shoes and clothes. These efforts not only support the environment but have also positioned Veja as a leader in sustainable retail in their top-performing markets across the UK and Europe.

By prioritizing repair and maintenance, Veja not only challenges the norm of disposable fashion but also fosters a more circular economy. This approach not only preserves the craftsmanship and value of footwear but also aligns with a growing consumer awareness and desire for sustainable alternatives in fashion.