French eco-conscious sneaker brand Veja runs an independent sneaker repair shop in Paris. Dubbed the 'General Store, ' this innovative space is dedicated to reviving worn-out footwear and apparel, extending their lifespan through expert cobbler and tailoring services- regardless of the brand.

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Located at 11 Rue de Marseille, the repair shop aims to be more than just a service center. It serves as a sustainability hub, encouraging consumers to embrace repair culture rather than disposal.

The minimalist interior, crafted by young French architects from Alors studio, features wooden elements and a curated selection of responsible products, including books, furniture, shoe care essentials, stationery, and more. True to its eco-friendly mission, the store is powered by renewable energy from Enercoop, France's only electric utility cooperative.

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A Legacy of Ethical Footwear

Veja's journey began in 2004 when founders Sébastien Kopp and François-Ghislain Morillion set out to create a sneaker brand rooted in sustainability and fair trade. Before launching their first sneaker in 2005, they traveled across South America, Asia, and Australia, researching supply chains and witnessing firsthand the environmental and social impact of traditional footwear manufacturing. Their commitment to ethical production led them to work with organic cotton farmers and fair-trade rubber suppliers, establishing Veja as a pioneer in responsible fashion.

Building on Veja's Repair Legacy

Veja's Parisian repair shop builds upon the brand's ongoing commitment to sneaker longevity. The journey began in June 2020 with the launch of its 'clean, repair, and collect' initiative in Darwin, Bordeaux, where the first cobbler station was established. The concept quickly expanded, reaching a dedicated repair space at Paris's Galeries Lafayette in July 2021. Since then, Veja has repaired over 3,500 pairs of sneakers from various brands, reinforcing its mission of sustainable footwear.

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Expanding the Repair Movement Across Europe

Paris is just one stop on Veja's growing repair network. In July 2022, the brand introduced in-store sneaker repairs at its Berlin location, followed by a dedicated repair station in Madrid. Additionally, Veja operates a mobile repair unit housed in a container, in collaboration with Log'ins, a reinsertion company that repairs and resells over 1,000 pairs of sneakers each month.

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With the launch of the General Store in Paris, Veja continues to lead the charge in making repair culture mainstream, proving that sustainability and style can go hand in hand. Whether you're a Veja fan or simply looking to breathe new life into your favorite sneakers, this repair hub is a game-changer in the world of sustainable fashion.