Veja is the story of a crazy venture: to create simple, urban-style trainers that are environmentally-friendly and produced under fair trade conditions. Veja shoes are made either from organic cotton, cultivated by small Brazilian producers in independently-run cooperatives, and/or from vegetable-dyed leather. The rubber is natural and comes from the Amazon forest. Veja also works in direct collaboration with ecological and rehabilitation organisations. Prices are low due to minimizing of marketing costs.