Veja Built a Booming Sneaker Brand by Breaking Every Rule
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msn.comDaily Mail shouted—the company’s website crashed. “The website didn’t crash,” Kopp says, taking a drag on a Marlboro Light. OK, I say.
Though I also heard Kopp had no idea who Meghan Markle was. “My team, yes. Me? No. ”Kopp’s casual attitude toward pop culture (or fashion trends, for that matter) won’t surprise followers of Veja.
The sustainable brand, co-founded nearly 20 years ago by childhood friends and one-time bankers Kopp and François-Ghislaine Morillion, reported annual sales of $120 million in 2020, up from $78.
5 million the year before. But the company, which responsibly sources wild rubber from the Amazon, spends exactly zero dollars on advertising.
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