SEE opens its first store in Latin America in São Paulo

Conceived by architect Roberto Somlo, the store is located on Oscar Freire Street, 565, in an area of 600m². The unit reaffirms the brand's commitment to Brazil, where the shoes have been produced since the beginning of its history, using national raw materials.

“For us, it is very significant that Brazil has a VEJA store, as the country is the heart of our brand. Our sneakers are made by Brazilian hands from Brazilian raw materials,” stated Leandro Miguel, commercial director Latam of VEJA. The architectural project communicates one of the brand's pillars: transparency — which stands out in the beams and the glass facade, allowing natural light to enter.

The novelty of the space is the station providing shoemaker services, from repairs to cleaning. Moreover, to celebrate the new location, the brand presents the V-90 São Paulo Mon Amour sneaker, limited to 471 pairs in shades of grey and black with yellow details to mark the 471 years of the capital city of São Paulo.

With the first store in the country, VEJA highlights the expansion of its 'Clean, Repair and Collect' project — initiated in 2020 to make sneakers last longer. Since the beginning of the initiative, VEJA has shown its commitment and reaffirms its importance by highlighting the effectiveness of the project with over 45,000 pairs repaired around the world.

They had noticed an unusual behavior in the disposal of shoes by people around them. They realized that something was wrong, as many cases they witnessed involved people throwing away their favorite shoes without hesitation, and through this, the reparability of sneakers became a concern for the brand.

With the gradual growth of the project, the brand began its expansion through the question: why buy another pair of shoes? After that, the initiative spread to several other locations such as Bordeaux, Paris, Berlin, and Madrid, also opening a new shoemaker within the store in Brooklyn, the first in the United States for VEJA. While other brands discard shoes with minor defects, they collect and repair them — and fix more than 1000 sneakers per month.

The inauguration will take place tomorrow (11.06) and the new V-90 model will be sold exclusively at this store and on the VEJA website.