Following President Trump's decision to withdraw the United States from the Paris Agreement, debate over climate change and environmental issues has reignited. Eco and ethical concepts have long been familiar in the fashion world. France, the home of fashion, has been a leading figure among developed countries in addressing environmental issues. To reduce air pollution, it has imposed restrictions on diesel vehicle traffic, eliminated plastic shopping bags in supermarkets, and enacted the world's first law banning the sale of disposable plastic tableware. French brands are also considered pioneers in incorporating ethical concepts into fashion. Veja, a sneaker brand founded in 2005 by a 24-year-old French millennial, is a brand that has been around since junior high school. Founders François Ghislain Morillion and Sebastien Kopp have been friends since junior high school. Both studied development economics at university and interned at American banks. However, they found their work unfulfilling and decided to take a year to travel. Sebastian explained the true nature of fair trade, saying, "By working directly with family-run organic cotton farmers and small-scale natural rubber harvesters, we can cut out the middleman and bring our sneakers to market at a fair price. Furthermore, they also handle the processing that normally goes through refiners. By eliminating unnecessary intermediaries, we are able to pay our local staff higher wages." If local people can earn a sufficient income from collecting and processing natural rubber, they will choose it over work that leads to deforestation. "I wanted to make a difference in the world through a business that combines capitalism and social contribution," he said. True to his desire before launching the company, they have built a solid cycle.
The soles of their sneakers are made from natural rubber, which is harvested sustainably without harming Amazonian trees. They continue to develop new designs once or twice a year, releasing new designs through a variety of materials, including tanned and dyed leather made from farmed tilapia skin and polyester extracted from 100% recycled PET bottles. However, unlike the obvious "eco" designs promoted by luxury brands and major sports manufacturers, Beja's designs are not what sets it apart. While environmental awareness and fair trade remain top priorities, it's safe to say that it's the quality of their designs that has propelled Beja to its current status. In the 12 years since its launch, the brand has grown without any advertising, spreading through word of mouth. The New York Times even ran a headline calling it "Paris's wildest sneakers you've never heard of." Following steady growth, the duo opened a concept store called Centre Commercial in Paris's 10th arrondissement in 2010. The store carries French and European brands, including Patagonia, Norse Project, G.Kero, and Roseanna. "At the time, I was gradually beginning to sense a change in the market. More and more brands were taking eco- and ethical initiatives seriously, so as Beja, which was the first to promote ethical practices, I wanted to take the next step to further spread this wave. Consumers were tired of spending money on cheap, low-quality products, and were beginning to seek out quality products, including their backgrounds."
Seven years after opening, Beja and Centre Commercial continue to grow not just as a shop, but as a place where people can gather and make new connections, hosting collaboration events and book signings. While Beja has had an impact on both the local community and the fashion industry, they say they are not even halfway to their goal. "Our goal is not to cultivate beautiful but fragile trees, but to help them develop strong, deep, and firm roots." Their journey toward sustainable development will continue uninterrupted as that progresses.
【Shop Information】
Centre Commercial
Address: 2, rue de Marseille - 75 010 Paris
Tel: +33 1 42 02 26 08
Hours: 13:00-19:30 (Monday), 11:00-20:00 (Tuesday-Saturday), 14:00-19:00 (Sunday)
