Veja General Store, Paris

One of my store highlights running a retail safari in Paris recently is the newly opened Veja General store, tucked away on the cool Rue de Marseille in the tenth arrondissement, just off Canal St Martin.

A charming and innovative new sustainability concept, Veja General Store is all about bringing new life to your Veja sneakers with an instore cobbler and tailor offering alteration and repair services (for any product) for a deliberately reasonable price, starting from only €10.

Designed by French architects Alors Studio, the interior is stylish and minimalist.

Beyond the Veja sneakers themselves, Veja General Store has a wonderfully quirky curated selection of sustainable products including socks, candles, books, furniture, care products for sneakers, toolboxes and home accessories.

The brand was founded in 2004 by Sébastien Kopp and François-Ghislain Morillion, and has always had a strong focus on sustainability, which gets deeper and more experiential year on year, even down to trying to source non nickel metal for eyelet covers!

The cobbler concept is now being rolled out to other stores, including London’s first Veja store, which opened in Seven Dials in April 2024

Veja is a great example of a brand with propose, whose continued mission arpund sustainability drives new immersive experiences.

Love it!