The founder of the French company Veja defends that he does not invest in advertising to allocate capital to a more responsible and controlled production.
He is not vegan and does not like the word sustainability. However, François-Ghislain Morillion is one of the architects, along with Sébastien Kopp, of the latest eco-fashion phenomena: Veja. This brand of sports shoes, founded in 2004, maintains that it does not invest in advertising to allocate capital to more responsible and controlled production. For Morillion, the sector should give more value to its origin, as it's done with wine. “When you buy a bottle of wine you know everything about the grape, but cotton is a commodity and nobody asks where it comes from.” By changing the narration, the product gains value: “why should we aspire to have organic cotton cost the same as that which is not? You pay for what you get.”