Nearshoring, or why Veja is moving production to Europe

Sustainable trainer brand Veja is nearshoring – or transferring its manufacturing from Brazil to Europe to reduce its carbon footprint and to build in more reliability.

Tacit transition

For almost two decades, all of Veja’s trainers were produced in Brazil, as the brand uses organic cotton from Brazil and Peru and wild rubber from the Amazon. Since last year, however, the brand has been making the switch to production in Europe: after a successful debut in the spring-summer 2024 collection, the V-90 model is now being made in Portugal in six different colours.