Veja New York
205, Mulberry Street
New York, NY 10012そこに着く
“SUSTAINABILITY IS AN EMPTY WORD.
WE CHOOSE REALITY.”
The sneaker brand VEJA announces the opening of its
flagship store in New York City’s NoLita. This will be VEJA’s first
location in the United States and comes just three months
after the brand opened a flagship store in Paris.
The store will be located at 205 Mulberry Street, which was
previously the home of Creatures of Comfort, one of the
best concept stores in New York. It will not only offer every
style and colorway of VEJA’s celebrated sneakers, but the
space will serve as a hub for conversation and gathering.
“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.
Sebastien and François fell for Nolita ten years ago while
exploring New York City with friends. Invited by their friend
JR in his NYC studio, they developed VEJA from this area
and learn to love the place.
In keeping with VEJA’s ethos, the team worked to create
a simple, minimal, and refined space with limited waste.
They collaborated with New York architect Paul Van Der Grient
of WXY Studio.
To leave the space rough is the way we always saw it.
Lots of brands change everything when they settle into
a store. It is heartbreaking to see all the materials and
furniture that gets thrown away. We think the opposite:
the store of the future will be very simple. We like to feel the
history of the place. For us, “a used wooden floor tells a story,
and it’s also far more ecological to try to keep everything.”
Sébastien Kopp, co-founder of VEJA.
Beyond the materials, even the store’s electricity is 100%
renewable with wind energy provided by Abest.
Unique design elements in the space include custom neon
pieces by Brazilian artist Kleber Matheus. A video display
to the left of the entryway shares the brand’s story and
mission, to look at the entire process of making a shoe -
from the innovative materials to the fair wages that are core
to VEJA’s DNA.
In addition to retail, the shop will host monthly panels,
discussions, and activations with a focus on transparency,
climate initiatives, and sustainability.
Programming will begin in April.