Veja’s Initiative for Sustainable Sneakers: Clean, Repair, Collect
In the bustling metropolis of New York, where every step can take a toll on footwear, the longevity of shoes is crucial. New Yorkers are known for their busy lifestyles, often necessitating regular trips to the cobbler to revitalize their well-loved boots and sandals. However, sneakers often go overlooked — that is, until the introduction of Veja’s innovative repair initiative.
Overview of the “Clean, Repair and Collect” Program
Launching in June 2020, Veja, a renowned sneaker brand from Paris, initiated the “Clean, Repair and Collect” program as part of its commitment to sustainability. By focusing on repair rather than replacement, Veja aims to reduce the environmental impact of discarded shoes. The first cobbler station was established in Bordeaux, allowing customers to refresh their sneakers instead of throwing them away.
As the program expanded, new repair stations opened in major locations, including:
- Lafayette, Paris (July 2021)
- Berlin (July 2022)
- Madrid
- Williamsburg, New York (2022)
Currently, Veja operates five dedicated repair shops worldwide, alongside stores in Paris and Marseille where customers can find shoe care products. Since its inception, the program has successfully repaired 40,000 pairs of shoes globally, with 700 pairs revitalized in Brooklyn alone.
Services Offered at Veja’s Brooklyn Store
At the Brooklyn store, cobbler Lyle Kokiko has been servicing local customers since November 2024. He provides a straightforward shoe repair process that requires minimal effort from the customer. Services and costs include:
- Basic repairs: Approximately $10
- Comprehensive makeovers with cleaning: Up to $90
The average turnaround time for repairs is currently estimated at 4-5 weeks, but this can vary due to demand and the specific services requested.
Sustainability and Brand Philosophy
While the repair business may not be particularly profitable for most shoe brands — since encouraging purchases of new shoes can be more commercially appealing — Veja remains steadfast in its sustainable mission. The company’s founders, Sébastien Kopp and François-Ghislain Morillion, emphasize the importance of longevity in fashion: “The most sustainable thing you can do is wear sneakers you already own.”
By prioritizing the use of organic and recycled materials in their products, Veja ensures that customers can use their sneakers for an extended period, thus reducing waste and promoting an eco-friendly approach to footwear.