Next time you’re at your French lesson au nid*, cast your eyes towards the floor. Chances are, you’ll see someone wearing a pair of baskets VEJA*.

VEJA was founded in 2005 by French entrepreneurs Sébastien Kopp and François-Ghislain Morillion after a trip to Brazil to do a social audit on a major fashion brand. Disturbed by the living conditions of the factory’s workers, they decided against going into tech ‘like the rest of their generation’. Instead, they decided to take the very symbol of conspicuous consumption, les baskets*, and produce them in an ethical way.

Since 70% of the price of a high-end pair of trainers is eaten up by la publicité*, Sébastien and François-Ghislain realised that in removing this line item, they could revolutionise the production of fashion sneakers.

Their story is inspiring and you’ll find it on their website. Try the French version first, I think you’ll be pleasantly surprised by how much you understand if you read along as the founders recount their parcours*. Getting lost? Switch to English to finish off the story. Desperate to own a pair? Jump onto their site web* and get scrolling!

Chaussures VEJA