Veja
Paris footwear brand founded in 2004, making sneakers from organic cotton, Amazonian wild rubber and recycled materials — and famously spending nothing on advertising. Founder-owned and independent, a European alternative to fast-fashion trainers.
Quick facts
Materials like Amazonian wild rubber and organic cotton are sourced with real supply-chain transparency, and famously spending zero on advertising means the price reflects the product rather than a marketing budget.
Sizing runs narrow compared with mainstream sneaker brands, and popular colourways sell out and stay out of stock for long stretches.
This score rates data storage, ownership and jurisdiction. It says nothing about where a physical product is made, sourced or shipped from.
Shop VejaWhy does it score 80?
Incorporated in Paris, France – a full EU member state.
Independently owned by its two founders, with no outside investors or holding company.
Runs on a mix of infrastructure across France and the wider EU rather than servers it owns outright.
GDPR-compliant, but the brand isn't open source, which keeps the accountability score more modest.
See how they compare
VejaWhat does it replace?
Shein 
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