Veja, a Paris-based sustainable sneaker brand, marks 20 years of success with its iconic white trainers. The company has sold almost 15 million pairs worldwide without using traditional marketing or giving freebies. Celebrities like Emma Watson and the Duchess of Sussex bought Veja sneakers, making the brand a favorite among eco-friendly consumers and fashion fans alike. Co-founder Sébastien Kopp said, "We don’t know if people buy our trainers for how they are made or how they look." Veja focuses on fairtrade practices and transparency, revealing factory contracts and wages on its website. The brand refuses to join shopping events like Black Friday, which Kopp criticizes for encouraging harmful consumer habits. Trends show demand for sneakers is falling, but Veja's white sneaker, especially the Campo model, remains popular. It appeals to buyers who value responsible fashion over fleeting trends. Unlike many vegan shoes made from plastic, Veja uses natural leather for better traceability. The company employs 500 people and has evolved from its modest start in a former Communist party building in Paris. Despite challenges in sustainability, Veja runs cobblers to repair shoes up to five times, reducing waste. Kopp calls Veja "the grandfathers of this industry," showing how transparent and ethical supply chains can work in fashion. With no signs of slowing down, Veja continues to walk the line between chic style and conscious production in the heart of Paris.