Veja means “look” in Portuguese. It’s a name that came about after Veja’s founders took a look behind the curtain of the sneaker industry and realized they could do better than the status quo. That meant fairer pay for workers, B-Corp certification for sustainability, higher quality materials, and a drive to keep improving. They realized that by skipping the marketing costs of bigger brands, they could build sneakers from organic cotton canvas, sustainable leather, wild rubber, and mesh from upcycled plastic bottles. Sure, it costs about 5x more to make these than typical sneakers, but their quality speaks truer than any ad campaign could. It’s why Veja’s following has grown so fast in the last few years. And they’re not the type to rest on their success—with every new shoe, every season, and every store opening, they stay focused on not doing things the easy way, but the right way.