Veja: The Sneaker Brand That Spent Its Marketing Budget on the Supply Chain

Veja is usually filed under "sustainable sneaker brand." That label is true and far too small. In this footwear-season episode of Ecommerce on Tap, Aaron Alpeter sits down with Divya Demato of GoodOps to break down how Veja built a brand by inverting the P&L, spending on the supply chain instead of advertising. We get into the five models of sustainability in footwear, why Veja bet everything on transparency, how it sources cotton and wild Amazonian rubber directly from producers, why it manufactures in Brazil, and the hard question of whether a brand this operationally specific can ever really be sold. If you build physical products, this one is about where brand trust actually comes from, and why your operations might belong front and center instead of backstage.