**Trailer:**
In a world where fast fashion and disposable culture dominate, Veja is rewriting the rules of sustainability. With their innovative “Clean, Repair, and Collect” program, this Paris-based sneaker brand is on a mission to keep your favorite kicks out of landfills and on your feet for years to come. From Brooklyn to Berlin, Veja’s in-store repair shops are breathing new life into worn-out sneakers, one resole at a time. But this isn’t just about shoes—it’s about preserving a dying craft, reducing waste, and redefining what it means to be a sustainable brand. Join the movement and discover how Veja is stitching together a greener future, one pair of sneakers at a time.
**Paraphrased Digest:**
New Yorkers are no strangers to hardworking shoes, but Veja’s repair program is taking footwear care to the next level. Launched in 2020, the “Clean, Repair, and Collect” initiative aims to extend the life of sneakers, regardless of brand, by offering repair services at their global stores, including locations in Brooklyn, Paris, Berlin, and Madrid. Since its inception, the program has saved 40,000 pairs of shoes from landfills, with 700 repaired in Brooklyn alone. Services range from resoling ($50) to heel lining repairs ($10) and full makeovers ($90), with a typical wait time of 4-5 weeks.
Veja’s commitment to sustainability goes beyond using organic and recycled materials; it’s about encouraging people to wear their sneakers longer rather than buying new ones. This approach is crucial in a world where over 22 billion pairs of shoes are produced annually, yet cobblers are becoming a rarity. In France, for example, the number of shoe repair shops has plummeted from 50,000 in the 1950s to just 3,500 in 2023.
To combat this decline, Veja is investing in the cobbler profession, partnering with spaces like Brooklyn Shoe Space to train the next generation of shoemakers. Lyle Kokiko, a young cobbler at Veja’s Brooklyn store, is a testament to this effort, having honed his craft through shoemaking classes.
Beyond sustainability, the repair program also provides Veja with valuable insights into product durability and customer wear patterns, helping the brand improve its designs. As Veja’s founders often say, “The most sustainable thing you can do is wear the sneakers you already own.” Through repair, education, and innovation, Veja is paving the way for a more sustainable future in footwear.**Trailer:**
In the bustling streets of New York City, Kokiko is uncovering the hidden stories behind the wear and tear of shoes. What seems like a simple observation reveals a fascinating truth: no two New Yorkers are alike. From the way they walk to the lives they lead, every step tells a unique story. Some shoes last for years, while others wear out in months. Is it the daily grind, the walk-up apartments, or the endless hustle? Kokiko dives into the mundane yet intriguing details of urban life, discovering that in a city of millions, consistency is rare, and individuality reigns supreme.
**Paraphrased Digest:**
Kokiko is studying how New Yorkers use and wear down their shoes, uncovering surprising insights. Even with identical shoes, durability varies drastically from person to person. Factors like lifestyle, living conditions, and daily routines—such as living in a walk-up apartment, working on your feet, or owning multiple pairs of shoes—play a significant role in how long a shoe lasts. Kokiko finds this variability fascinating, concluding that New Yorkers are “consistently inconsistent” in their habits and lifestyles.