FASHION

FREE FRIDAY FREE REPAIR BY VEJA

By Martina Conte

As Black Friday approaches with its 24 hours of frenzied promotions on everything under the sun, the ultimate rush is followed by a deafening silence. Money has vanished, joy has dissipated, and the purchased items quickly become irrelevant. What’s worse, the production and transportation of these goods contribute to tons of carbon emissions, exacerbating the ever-growing problem of pollution. Faced with this reality, a French shoe brand has decided to say « no » to the traditional Black Friday and opt for a more sustainable and responsible approach.

In 2019, VEJA, a company committed to producing ethical footwear, made a bold decision to no longer participate in Black Friday. This year, VEJA reaffirms its commitment by canceling any involvement in this frenzy of consumerism. Instead, the brand proposes an innovative alternative: « Free Friday. » Rather than encouraging overconsumption through enticing discounts, VEJA invites consumers to choose sustainability. VEJA’s « Free Friday » doesn’t involve obtaining discounts; instead, it offers something more valuable—a free repair for a pair of sneakers at any of its authorized cobblers. This initiative extends beyond the brand, as all shoe brands are welcome.
This innovative approach aims to raise awareness among consumers about the consequences of their purchasing choices. VEJA wants to shed light on the often-overlooked environmental impact of the production and transportation of consumer goods while advocating for repair over replacement. By providing free repair services, VEJA encourages people to extend the lifespan of their shoes, thereby reducing the amount of waste generated.

You can avail the shoe repair service at all the stores listed below on November 24, 2024. Stores participating in the initiative: