11, rue de Marseille 75010 Paris

Photography courtesy of Veja

Veja General Store, Paris


11, rue de Marseille 75010 Paris


Design Credit:

Alors Studio

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 and 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!

Words by Matthew Brown

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