The new sneaker born from the collaboration between Veja and Études, available since February 29th, has a character and features waiting to be discovered. It combines a sustainable structure with the contemporary and experimental aspect of the Paris-based brand Études. The goal of this collaboration is to reimagine the Fitz Roy, the technical shoe by VEJA. The color is also significant: a gray associated with the Prealps of Vercors (also known as the Vercors Massif), which are dear to the founders of Études.

Features of the shoe

The shoe is distinguished by geometric patterns reminiscent of mountains. The two brands blend to the point of marrying their two aesthetic identities; on one side, the V of VEJA, and on the other, the É of Études, with a touch of blue – a distinctive trait of the latter brand. The sole is stable and solid thanks to multi-directional lugs and the Rock-Plate, designed to protect against sharper rocks on mountain trails. The shoe is produced in Brazil. Specifically, the midsole and sole are made from sustainable raw materials such as sugar cane and Amazonian rubber. There is also the Trek-Shell upper, VEJA’s new technical material, composed of 100% recycled water-resistant polyester. The fabric is treated with a PFC-free water repellent.

The visual campaign, shot by Thomas Rousset at the Parisian location Tour Montparnasse, highlights the dual use of the shoe. It can be used for mountain trails and for everyday life. A climber – confined in the office – can playfully climb the desk, a fun scenario that reminds us of the shots by Isabelle Wenzel, which we have already discussed here.