Veja's Novo Mundo(s) exhibition
Ethical trainer label Veja is staging an exhibition of 20 photographs by Florent Demarchez capturing images of their alternative approach to production.
Originally Florent Demarchez (who works for WAD magazine) went on a mission to follow Veja's founders Sebastien Kopp and Francois Morillion in Brazil. On seeing images that emerged from his project, the Veja team decided to exhibit them in a stand-alone exhibition in Paris. Now the works have travelled to London where they can be viewed at Favela Chic, 91-93 Great Eastern Street in E1 from March 6 until March 30th (Monday-Sunday from 5pm-1am).
Veja was founded in 2004 with the mission of producing cool quality trainers while respecting fair trade, environmentally-friendly production and respecting workers rights. The first trainers reached the shops in 2005 and the brand has continued to work with small groups of workers in Brazil. Dermarchez's images were taken in the organic cotton fields in North East Brazil farmed by co-operative workers as well as parts of the Amazon where Veja's rubber production takes place. Visitors to London Fashion Week were treated to a sneak preview of some of these thought-provoking works, but to see the full exhibition you will have to hotfoot it to East London.
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