district: Nolita
205 Mulberry Street, New York, NY 10012

In a nutshell

A simple, minimal and purposely rough-finished space created with architect Paul Van Der Grient of WXY Studio. Environmental (kept materials, eco electricity) that play to the brand's core values of fair wages, innovative materials etc. Worth comparing with APL.

In their words

“SUSTAINABILITY IS AN EMPTY WORD. WE CHOOSE REALITY.” “The chosen location on Mulberry street has a similar feeling to the Parisian neighborhoods that we call home. In this shop, we will go beyond retail to launch projects we believe in and help people connect with cool and meaningful initiatives,” says François Morillion, co-founder of VEJA. “SUSTAINABILITY IS AN EMPTY WORD. WE CHOOSE REALITY.”

Visit Field notes

Brand flagship for the European eco-focused sneaker brand. Sand-toned, light-flooded space to see the full range. Interesting to compare with APL since that too has a very minimal and "sneakers in the Arizona desert" vibe of bright lights, sand/marble floor and walls and a lot of space. The vibe at Veja is more around the provenance of the shoes and their environmental aspects (rather than tech or sport). This is a lovely space for the brand values to shine and to see an extended range (rather than a few piece or colabs in brand-supporting stores). Veja shoes use fair trade and organic raw materials and so cost c30% more in terms of materials than other sneakers. The brand does not focus on advertising or using brand ambassadors, influencers or the like. They note that 70% of the retail cost of branded sneakers is due to advertising and branding and so they eschew this spend to focus on the product and word of mouth from their passionate customers. Although the stores are starting to selling returned and restocked shoes, they don't yet have full integration with the online sales or returns from other channel partners.

Other Reading

About Veja's sustainable approach to sneakers - https://project.veja-store.com/en

Veja's store page: https://www.veja-store.com/en_uk/shop-view-newyork

About their no-advertising approach: https://project.veja-store.com/en/single/ads

LAST VISITED

12/11/2024

Added

2022

Gallery

COMPARE WITH

2mqIM3cgCSvly952lt3_D5zH82C7z9krKlopZHt1-ms
Fjallraven's brand stores have been showcasing products, explaining materials and heritage and emphasising sustainability. This store is a standard example, but brings alterations, repairs and mainte...
MTRzpbnSBX8Hz4r73quveGrWWgdJwBQSwqfJ3InQ4AQ
Their third "Forward Store" concept that blends experience, craft, co-creation and sustainability - "repair, remake, resell, and recycle" - in a boutique flagship with quirky design and interaction.
awtNEknqPrMlODDUISvYHmctiQGs2l9saHKCAjK9kXw
A hip-homage streetwear brand from the former brand director at Supreme, Angelo Baque.
kith-soho_store_shots_21
Streetwear store that pays homage to its sneaker heritage with a first floor display dedicated to footwear.

Similar shops

IMG_6428
Casually expensive clothing, with a cool-girl vibe (American Womenswear Designer of the Year 2022, the brand has a direct confidence that is mirrored in the robust, stark yet luxurious flagship store.
kith-soho_store_shots_21
Streetwear store that pays homage to its sneaker heritage with a first floor display dedicated to footwear.
2mqIM3cgCSvly952lt3_D5zH82C7z9krKlopZHt1-ms
Fjallraven's brand stores have been showcasing products, explaining materials and heritage and emphasising sustainability. This store is a standard example, but brings alterations, repairs and mainte...
pAPXwTwqoppy2xn3uTYwXvKbcf1u2ptHmHoUt1P23y4
This 2-floor store blends local sourcing, full service, Amazon integration and innovative payments in the burgeoning Hudson Yards area. Best place to see Amazon One (pay with your palm) in NYC.
new-balenciaga-store-in-soho-nyc-v0-j6r1ftelc6od1
Bold, brutalist remake of a Soho flagship building showcases the brand's "Raw Architecture" aesthetic. Sparse, sustainable fittings in a generous space, evoke 'art gallery' and luxury at the same time
IMG_7488
Architecturally-led, train-shed-chic flagship for the luxury jewellery brand.
Review Your Cart
0
Add Coupon Code
Subtotal