Veja was originally founded in 2003 by Sébastien Kopp and François-Ghislain Morillion. The duo met with organic cotton farmers in North Brazil and wild rubber tappers in the Amazon on the hunt to find the perfect materials to craft their product - eventually establishing production in Brazil. In 2005 the founders brought Veja to market with their official launch in Paris - ensuring their brand's mission statement was heard by many. Urgency, Action, Vision, and Transparency is the core ethos of the brand striving to be environmentally friendly while still bringing consumers the high-end feel they receive when wearing Veja's.

Their sneakers are made with raw materials sourced from organic farming and ecological agriculture without chemicals or polluting processes. "Standing up with one foot in design and the other in social responsibility," another way Veja presents their innovating sneaker construction. Veja buys organic cotton at around twice the market price - paying for quality, eco-friendly organically picked cotton. Aside from organic cotton, Veja also uses vegetable-tanned leather which is a chrome-free leather tanned with organic compounds only. As well as wild rubber from the Amazon, the only place in the world that rubber trees grow in the wild. Veja buys Amazonian rubber at a premium which aids in the economy as well as aids in the fight against deforestation. Veja uses waterproof bottle mesh on the soles of their sneakers which takes three recycled plastic bottles to make 1 pair of sneakers. The bottles are collected from the streets of Sao Paulo and Rio de Janeiro. Lastly, in 2008 Veja launched "Veja Small" their very own children's line of trainer sneakers.