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brand guide

December 5, 2023

Brand Guide: The Rise and Reign of Cole Buxton

Cole Buxton: New Kings of High-End Sportswear

Cole Buxton aren’t merely a brand; they are a bold statement in the world of luxury minimalism and athletic versatility. Theirs is the story of rewriting the luxury rulebook, where retrofuturist vibes mingle with timeless style and today we’d thought it only appropriate to take a minute to introduce you to the underdog that’s taking the fashion industry by storm.

The Cole Buxton International Laurel symbol has become synonymous with quality goods.

Cole Buxton: Authentic Sportswear

Cole Buxton, conceived by creatives Cole Buxton and Jonny Wilson, disrupts the luxury sportswear scene, evolving from a grassroots startup to an underground icon. Centred on “elevated wardrobe essentials,” the brand ditches flashy logos for a minimalist allure that resonates. With no conventional business background, Buxton and Wilson, self-proclaimed DIY “trailblazers,” immerse themselves in design, photography, and direct sales, shaping an authentic narrative 24/7.

The Nylon Down Jacket has proven popular with Aphrodite staff for its Winter credentials and contemporary silhouette.

After facing supply-chain challenges in 2021 – which may well have crippled any other, less hardy outfitters – Cole Buxton underwent a strategic transformation, restructuring such supply chains and welcoming guidance from experienced retail figures to steady the ship; allowing the brand to steer onward to become the sportswear giant it is today.

Crafting Iconic Styles, Redefining Athleisure

Beyond the atelier, Cole Buxton’s journey involves crafting iconic styles that redefine luxury. It’s about more than the manufacturing process; it’s a narrative woven into each garment. At the core is “Elevated Essentialism,” reshaping the luxury sportswear landscape. Embracing a direct-to-consumer focus, limited wholesale partnerships, and strategic fabric sourcing, Cole Buxton drives sustainable practices while adhering to mindful consumption principles.

Let’s dive into some of the products that have made Cole Buxton synonymous with expertly crafted, easy-to-wear everyday garments.

Cole Buxton’s Signature Pieces

Heavyweight Hoodies and Sweatshirts: Mastering the Art of Cosy Luxury

In the universe of Cole Buxton, comfort becomes an art form with the Cole Buxton heavyweight hoodies and sweats. More than just clothing, these pieces redefine cosy luxury, a signature touch in the brand’s repertoire. As Cole Buxton graces the racks of Aphrodite Clothing, these heavyweight essentials take centre stage.

The two-way zipper, cropped length and large hood are all signature CB garment details.

Meticulously crafted, whether a cosy hoodie or signature Cole Buxton sweatshirts each thread weaves a narrative of comfort and style, demonstrating a commitment to quality that transcends the ordinary. This isn’t about racing to trends; it’s a deliberate stride into a realm where every stitch signifies enduring comfort and unparalleled style.

Graphic T-Shirts: A Canvas for Self-Expression

For Cole Buxton graphic t-shirts aren’t simply a garment, they’re a canvas for self-expression. The quality tees, manufactured in the cottonwear mecca of Portugal, now set the standard in the athleisure market, embodying the brand’s philosophy with every fibre.

With its large rear graphic, the Dog T-Shirt is a reflection of the brand’s boldly minimal take on design.

Dismissing the clutter of trend-chasing fashion, Cole Buxton’s cotton tees stand as a timeless rebuttal to fleeting trends. Each tee is a crafted symbol, ensuring your wardrobe isn’t just contemporary but a manifestation of enduring style.

The Sportswear Tee returns this season in varying colourways, with the inclusion of a new ‘vintage’ lightweight iteration.

Signature Cole Buxton Accessories: Where Design and Craftsmanship Combine

For Cole Buxton, accessories aren’t simply second-string outfit additions; they’re statements of timeless style. Infused with iconic international embroidery the recent drop features caps crafted from durable ripstop material.

Here paired with some classic sweats, the Cole Buxton Caps arrive this season in sturdy ripstop.

Amidst a world cluttered with fleeting trends, each piece is a shining beacon of the brand’s design credentials and their undying commitment to quality craftsmanship, ensuring that your accessories choice embraces a legacy that defies convention.

In a world of fast fashion, Cole Buxton aren’t about crossing the finish line first, it’s about the fine margins that get you there. The design process isn’t just about getting to the final collection; it’s a studied process where every element isn’t merely a detail but a statement of intent. Cole Buxton isn’t just a brand; it’s a commitment to craftsmanship. Obsessing over the next big thing isn’t their style. This is luxury sportswear with a timeless middle finger to the buy-bin-repeat sentiments of the past. Forget following the herd; Cole Buxton leads its flock into the future of luxury sportswear culture with products that last.

Shop our Cole Buxton Collection at Aphrodite Online or In Store.

September 12, 2023

Aphrodite Introducing: Undercover

Undercover: Where Design Meets Rebellion

In the realm of fashion, where trends come and go, there are those rare brands that reject convention and stand as beacons of creativity. Among these avant-garde trailblazers lies Undercover, a Japanese fashion label that effortlessly marries rebellion, intellect, and artistic aesthetics.

Let us take you on a journey into the brand’s history, the visionary mind behind its inception, and the fundamentals that have propelled it into the heady heights of fashion greatness.

Who Are Undercover?

Delving into the Origins of a Remarkable Brand: The Spark of Subversion

Since its beginning in 1993, Undercover has epitomised a fearless rebellion against the ordinary. It was born from the fusion of Tokyo’s punk and street culture, where Jun Takahashi, the mastermind behind the brand, unearthed a rich seam of inspiration. This cultural melting-pot provided the fuel for Takahashi’s desire to question societal norms and transcend established fashion norms. Harnessing inspiration from those he looked up to, Jun combined Vivienne Westwood’s ethereal Punk essence, Rei Kawakubo’s avant-garde aesthetic and close friend, Nigo’s streetwear intellect to inspire his creativity. The result? Undercover’s early collections, which seamlessly blended both intellectual and creative rebellion with avant-garde design. These pieces weren’t intended to be simply worn but to leave an indelible mark on the wearer. This ability to encapsulate the essence of subcultures and seamlessly translate them onto high-fashion canvases became the cornerstone of Undercover’s identity.

Undercover’s Visionary Founder: Jun Takahashi’s Enigmatic Imprint

At the centre of Undercover’s story stands Jun Takahashi, an enigmatic figure whose visionary pursuits have elevated him to god-like status within the fashion sphere. Possessing a remarkable eye for experimentation and a private nature, Takahashi has allowed his designs to speak on his behalf. His artistry lies in his adeptness at embracing contradictions, avoiding all categorisation, and giving voice to his creative endeavours through fabric and form. Yet, his influence transcends the clothing world. Collaborations with revered artists, musicians, and brands blur the boundary between fashion and art, while the brand’s runway presentations have morphed into immersive theatrical events that defy traditional fashion shows.

Defying Norms: The Essence of Undercover’s Design Philosophy

The essence of Undercover’s design philosophy revolves around celebrating the beauty within the unconventional. Every collection is filled with unexpected silhouettes, and intricate details. Inspired by literature, music, and cinema, Undercover’s designs transcend the limitations of fashion. Takahashi’s intention is to instead create stories; stories revolving around the wearer, the garment, the intersection between fashion and art, even stories about the founder himself. The brand’s unique ability to effortlessly blend high fashion with elements of streetwear has earned it a devoted following of enthusiasts who are willing to share in the founder’s unique worldview and design philosophy.

Unbroken Rebellion: Undercover’s Transformative Journey

From its audacious inception to its current stature as a paragon of fashion innovation, Undercover’s journey serves as a testament to the potential of creativity and non-conformity. Jun Takahashi‘s unwavering commitment to pushing boundaries and defying conventions has cemented Undercover’s position as an influential brand. This trajectory underscores the power of daring to think beyond the limits, culminating in an evolution that mirrors the brand’s very essence – a rebellious yet refined transformation.

The Dawn of a New Chapter: Undercover at Aphrodite1994

With Undercover’s upcoming launch at Aphrodite, our style-conscious community eagerly awaits their mix of rebellious creativity and avant-garde style. It’s an opportunity to explore the unique world of a special brand, where fashion becomes a place for fresh ideas and exploration. Undercover’s blend of creative rebellion and thoughtful design acts as a firm reminder that fashion can push limits and create spaces where creativity can flourish.

We urge our loyal following to embrace these uncharted fashion territories, where rules are constantly re-written with every silhouette and as the spotlight shifts towards Undercover’s arrival at Aphrodite, we’re excited to witness their embodiment of creative exploration first hand aiming to reshape our understanding of what menswear can exist as.

Shop Undercover clothing at Aphrodite Online today.

August 3, 2023

Axel Arigato: Brand Guide

Axel Arigato: A Sustainable Fashion Journey

Axel Arigato, a contemporary Swedish footwear and accessories brand founded in 2014, has swiftly become a global favourite among fashion enthusiasts due to its strong focus on design, quality, and sustainability. Our brand guide offers a comprehensive insight into Axel Arigato’s sustainability practices, manufacturing process, history, and distinctive designs that have cemented its position as a prominent player in the fashion industry.

History: A Visionary Beginning

The journey of Axel Arigato began in 2014 when founders Max Svärdh and Albin Johansson joined creative forces to establish a brand that would redefine contemporary fashion. Driven by a shared passion for streetwear aesthetics and a commitment to high-end craftsmanship, they embarked on a mission to create footwear that transcends conventional boundaries.

Inspired by their worldly travels, architectural marvels, and the vibrant realm of contemporary art, Max and Albin set out to craft designs that exude a unique blend of minimalism and refined elegance. They envisioned a brand that would cater to fashion enthusiasts seeking stylish products of unparalleled quality.

Right from the outset, Axel Arigato distinguished itself by embracing a direct-to-consumer model, sidestepping traditional retail channels. This innovative approach allowed them to offer premium products at more accessible price points, striking a chord with discerning consumers seeking authentic luxury without compromise.

The brand’s distinct designs and emphasis on creativity quickly garnered a devoted global following. As Axel Arigato expanded its product range to include accessories and ready-to-wear, it remained unwavering in its commitment to deliver exceptional craftsmanship and distinctive style.

Innovative Fashion: Leaving a Lasting Mark

Axel Arigato’s iconic logo, a gold-plated bird, symbolises the brand’s ethos of continuous evolution and boundless freedom of expression. It embodies their determination to break barriers and continually push the boundaries of design and creativity.

One of our Essential products online, the Genesis is a particular favourite at Aphrodite.

The brand’s limited-edition drops, coupled with their commitment to limited production runs, amplify the exclusivity and allure of their products. This not only supports sustainability but also instills a sense of urgency and excitement among their loyal customer base.

As Axel Arigato journeyed through the fashion landscape, its dedication to sustainability and ethical practices became more pronounced. Rooted in transparency and the drive to make a positive impact, the brand set out to redefine modern fashion by incorporating sustainability into its core values.

A Bright Future with a Responsible Legacy

Today, Axel Arigato stands as a visionary pioneer, fusing fashion with sustainability to leave a lasting impression on the industry. By continuously striving to reduce its environmental impact and embracing innovative design, the brand has created a legacy that inspires positive change.

The Axel Arigato Rush trainer is a recent model that uses the same athletic DNA as the Genesis as inspiration.

As Axel Arigato embarks on the next chapter of its journey, one thing remains constant: the unwavering commitment to make the world of fashion more responsible, more compassionate, and more exciting. With an ever-evolving vision and a penchant for pushing boundaries, Axel Arigato is poised to lead the way towards a brighter, more sustainable future in the realm of contemporary fashion.

Sustainability Practices

Axel Arigato is deeply committed to minimising its environmental impact through sustainable practices. They prioritise using eco-friendly materials, such as organic cotton, recycled polyester, and recycled rubber, significantly reducing their carbon footprint and promoting waste reduction during production. Water conservation is equally crucial, achieved through water-efficient dyeing and finishing techniques that conserve local water resources and contribute to broader environmental preservation.

Axel’s sustainability model is exemplary. Click the image to read our blog post highlighting the great work being done by some of our key brands.

Waste reduction is at the core of Axel Arigato’s efforts, implemented through recycling programs and upcycling materials across their supply chain. Their packaging, crafted from recycled and recyclable materials, ensures sustainability throughout the customer experience. The brand’s limited production runs and Axel Xchange program, focused on circular sustainability, showcase their commitment to reducing waste.

Animal Welfare and Carbon Emission Reduction

Axel Arigato adheres to a strict no-fur, no-exotic-skins policy, emphasising their dedication to animal welfare while creating stylish, ethical products. Responsibility for their carbon emissions drives the brand to actively measure and reduce their footprint. Through energy-saving measures in offices and stores, alongside initiatives for reforestation and renewable energy projects, Axel Arigato contributes to a greener future.

Transparency and Ethical Manufacturing

Transparency is fundamental to Axel Arigato’s sustainability practices, with comprehensive information on their website empowering customers to make informed choices. The brand ensures that ethical labour practices are upheld by manufacturing partners, fostering fair wages and safe working conditions for all employees.

Craftsmanship and Distinctive Designs

Craftsmanship is paramount to Axel Arigato’s manufacturing process. Each product is meticulously handcrafted in Europe, reflecting the brand’s commitment to quality and durability.

A slightly more sporty take on the Clean 90, the Atlas Trainer is another minimalist modern classic from Axel Arigato.

The fusion of traditional techniques with modern technology results in distinctive designs that feature clean lines, attention-grabbing details, and a diverse colour range. Axel Arigato’s collaboration with artists and designers yields unique capsule collections that enhance the exclusivity and excitement for their loyal customer base.

Axel Arigato’s sustainability journey exemplifies how fashion and sustainability can harmoniously coexist. With a focus on eco-friendly materials, responsible manufacturing, and distinctive designs, Axel Arigato has redefined modern fashion while leaving a positive impact on the environment. As the brand continues to evolve, their unwavering commitment to sustainability will undoubtedly inspire a responsible and greener future in the fashion industry and beyond.

Shop Axel Arigato Footwear Online at Aphrodite1994.

June 25, 2023

Paraboot: Brand Guide

Paraboot: Unveiling the Essence of a Remarkable Brand.

Get ready to step up your footwear game with Paraboot, an iconic name in the world of men’s shoes. Known for their exceptional craftsmanship, timeless designs, and unbeatable comfort, Paraboot has solidified their place as a world-renowned brand. Join us on a journey as we dive into the essence of this extraordinary footwear brand.

Who Are Paraboot? A History

Paraboot’s legacy of exquisite craftsmanship spans decades. Each pair of shoes is meticulously handcrafted by skilled artisans, ensuring attention to detail and top-notch quality. From hand-selecting luxury suedes, cowhide and grain leather to name but a few, to utilising traditional manufacturing techniques, Paraboot is committed to producing shoes of unmatched excellence.

Timeless styles that last:

One thing that sets Paraboot shoes apart is their timeless design aesthetic. Blending classic and contemporary elements effortlessly, these shoes stand the test of time. Whether it’s the iconic Paraboot Michael silhouette with its piped derby detailing and Norwegian welted sole or the sleek Avignon model, Paraboot offers a diverse range of designs to suit any taste or occasion.

Comfort Redefined:

Comfort is key, and Paraboot shoes have it in spades. They prioritize wearability without sacrificing style. Each pair is thoughtfully engineered to provide optimal support and cushioning, ensuring a comfortable fit all day long. With high-quality materials, ergonomic design principles, and attention to foot anatomy, Paraboot has become synonymous with unrivalled comfort.

Versatility for Every Occasion:

From casual outings to formal affairs, Paraboot shoes effortlessly adapt to any occasion. They are versatile companions that seamlessly transition from city streets to sophisticated events. Whether you’re embarking on a rugged adventure or exuding refined charm in elegant loafers, Paraboot has the perfect pair for every moment.

Your footwear says a lot about you, and Paraboot allows you to express your unique values with quality craftsmanship, timeless designs, and unmatched comfort. Elevate your collection and shop Paraboot shoes at Aphrodite today.

June 13, 2023

Norse Projects: Brand Guide

Norse Projects: Unleashing the Essence of Nordic Style and Sophistication

Coveted Scandinavian streetwear label Norse Projects have gained a loyal following of fashion enthusiasts worldwide. Rooted in the fashion-conscious city of Copenhagen, Denmark, Norse Projects embodies the same elements for success that have taken its fellow Northern European brands such as Acne Studios and Wood brands to new heights. With clean cuts and minimalistic designs that prioritise quality and versatility, Norse Projects has become a prominent player in the international streetwear scene.

Who are Norse Projects? A History:

The rise of the brand can be attributed to the creative minds behind Norse Projects, owners Anton Juul and Mikkel Gronnebaek, two Scandinavians whose shared passion for skateboarding and creativity inevitably led to their collaboration across Norse’s 14 years. Their meeting in Copenhagen sparked the idea of bringing the underground artist and skateboarding culture to their own streets. In 2002, they opened a store focused on streetwear and footwear, quickly becoming one of the most respected destinations for urban fashion.

Rapid Rise:

Driven by a flair for design, Juul and Gronnebaek launched their own clothing line, Norse Projects, in 2009. The brand’s name derived from their successful boutique, instantly resonating with a market hungry for their unique style. Norse Projects started by offering functional and high-quality basics that embodied the essence of Scandinavian aesthetics with subtle streetwear influences. The debut collection was met with overwhelming praise, leading to the brand’s expansion while staying true to its core values of simplicity and quality.

Authenticity and Timeless Design:

What sets Norse Projects apart is their unwavering commitment to their own unique direction. They remain focused on functional clothing that represents the best of Scandinavian fashion. Each piece is meticulously made in Europe, showcasing the brand’s dedication to craftsmanship. This has earned them a devoted following of fashion connoisseurs who appreciate their attention to detail and timeless designs.

Urban Legends:

Today, Norse Projects has become a dominant force in urban styling. Collaborating previously with renowned brands like New Balance, Adidas and Barbour, they have developed their own sneaker line and in opting to utilise Gore-Tex, Pertex and Vibram recently, have really upped their construction game. Their distinct blend of authenticity, Scandinavian inspiration, and diverse offerings make Norse Projects one of the most sought-after streetwear brands.

Explore our range of clothing and accessories online or in our Sunderland store and join the ranks of fashion enthusiasts who have made Norse Projects their go-to brand for capturing the essence of Northern European street style.

Shop our range of Norse Projects clothing and accessories online or in our Sunderland store.

June 11, 2023

Folk Clothing: Brand Guide

A Modern British Classic: Unveiling the Essence of Folk Clothing

A brand that seamlessly blends contemporary style with traditional craftsmanship, Folk have quickly become a cornerstone of British fashion and casual streetwear with a reputation for impeccable design, quality materials, and attention to detail. Learn more about their history, commitment to quality craftsmanship, and how their designs capture the essence of British fashion.

Who Are Folk Clothing? A History

Founded in 2002, Folk Clothing draws inspiration from the rich heritage of British fashion. Rooted in classic tailoring and refined aesthetics, Folk seamlessly integrates traditional elements with modern, clean-cut sensibilities. This unique fusion has allowed the brand to carve its own path and gain a devoted following of like-minded fashion connoisseurs.

Crafting Excellence:

At Folk, every garment is a testament to their unwavering commitment to quality craftsmanship. With meticulous attention to detail, each piece is constructed using the finest materials and techniques. From the selection of fabrics to precise finishing methods, Folk ensures that every item reflects their dedication to creating clothing that stands the test of time.

Timeless, Effortless and Very British:

Folk Clothing has mastered the very British art of creating timeless designs that transcend fleeting trends. Their collections feature clean lines, minimalistic silhouettes, and understated elegance. By embracing simplicity, Folk allows the wearer to make a statement through understated subtlety, showcasing the inherent beauty of well-crafted garments. Whether it’s a perfectly tailored shirt or a meticulously crafted knit, Folk’s designs effortlessly capture the essence of British style.

Versatility First:

One of the key aspects of Folk’s success lies in their ability to create versatile pieces that effortlessly transition from day to night, from season to season. Their carefully curated collections offer a wide range of garments to be mixed and matched, allowing individuals to express their unique style with ease. Folk aims to make quality fashion accessible to all, ensuring that their designs can be enjoyed by fashion enthusiasts on any occasion, from all walks of life.

Promoting Individuality:

Folk celebrates individuality and promotes personal expression. Their garments serve as a canvas for self-expression, allowing wearers to infuse their own style and personality into every outfit. With their versatile designs and impeccable quality, Folk empowers individuals to create their own unique fashion narratives.

Folk represents the epitome of British fashion, combining heritage with contemporary style. With its commitment to quality craftsmanship, timeless designs, and celebration of individuality, Folk has established itself as a prominent brand in the fashion industry. Embrace the essence of effortless British style with Folk at Aphrodite In-Store and Online.

June 7, 2023

Stussy: Brand Guide

Stüssy: Unapologetically Redefining Streetwear Culture

Stüssy is an undisputed heavyweight in the world of streetwear, known for its bold and uncompromising designs that have left a major mark on contemporary fashion. From its gritty origins to its global dominance, Stüssy continues to captivate urban fashion aficionados worldwide, setting the streets ablaze with its unmistakable style.

Who Are Stüssy? A History:

Stüssy’s story starts in the early 1980s when Shawn Stüssy, a rebellious Californian surfer, began etching his signature onto custom surfboards. The iconic Stüssy logo quickly became a coveted symbol among surfers and locals, igniting a wildfire of demand that pushed Shawn to expand his creative horizons. Channelling his raw artistic energy, he screen-printed his logo onto tees and sweatshirts, birthing the legendary Stüssy brand.

Impact on Streetwear:

Stüssy’s impact on streetwear is seismic. It injected a shot of adrenaline into the veins of casual fashion, transforming it into a vibrant form of self-expression that thrived on the gritty pavements. Blurring the boundaries between fashion and street culture, Stüssy birthed a new aesthetic, fusing skateboarding, surfing, hip-hop, and art into an explosive fashion statement. Their signature graphics, daring colours, and laid-back silhouettes became the battle cry of streetwear, inspiring legions of imitators and revolutionizing the fashion landscape.

Collaboration Kings:

But Stüssy didn’t stop there. Collaborating with visionaries from diverse creative realms, the brand unleashed a torrent of collaborative collections that have pushed boundaries and challenged conventions. Partnering with luminaries like Futura, Kanye West, and Nike, Stüssy injected fresh perspectives into their designs, creating a perpetual whirlwind of innovation that kept streetwear hungry for more.

Influences and Cultural Significance:

Stüssy draws inspiration from the streets and beyond, weaving a tapestry of global influences with the vibrant fabric of California culture. Surf, skate, punk, and hip-hop converge in a blazing fusion that sets the world ablaze. Stüssy’s ability to channel the spirit of various subcultures into wearable fashion has elevated it to cultural icon status.

But Stüssy’s influence doesn’t stop at clothing. It permeates art, music, and lifestyle, creating a gravitational force that draws like-minded individuals into its magnetic orbit. It has shattered the boundaries between these realms, fostering a sense of interconnectedness and nurturing a community of rebels, misfits, and tastemakers who share an insatiable hunger for streetwear and the vibrant subcultures it represents.

Stüssy’s journey from local surfboards to global streetwear dominator is a story of unbridled rebellion and an unwavering commitment to style. Its fearless designs, inspired collaborations, and unyielding spirit have shaped the streetwear landscape, leaving an indelible mark on fashion and popular culture. Stüssy’s unrelenting dedication to capturing the essence of street subcultures and translating them into garments oozing with attitude has transformed it into the ultimate symbol of authenticity and self-expression. As Stüssy continues to evolve, it remains an unstoppable force, pushing the boundaries of streetwear and setting the streets on fire with its distinctive style.

Discover our Stussy Clothing range at Aphrodite Clothing Online and In-Store today.

August 16, 2022

By Parra Brand Guide

Bringing a playful graphics and saturated colours to Aphrodite’s repertoire of expanding apparel, By Parra is a brand rooted in eclectic humor and underground aesthetics.

Dutch post-pop designer and brand founder Piet ‘Parra’ Janssen emerged onto the scene in the early 90s as a self-taught artist, mostly designing album covers for up-and-coming musicians or flyers for Amsterdam’s most à la mode discotheques, yet, he was viewed as a cult artist by his fellow creators throughout his novitiate years. It was not until Janssen began to produce graphics of his now world-renowned beaked figures that his career really took flight, depicting abstract bird-like characters in the most vibrant saturations of red, blue, and pink, illustrated on the ‘Emotional Neglect’ tees of which we are proud stockists. His 2-D aesthetic, bold lines and fills, and whimsical illustrations have rendered his style instantly recognizable yet impossible to categorize, gaining Parra a renegade following internationally.

Originally renowned for his contemporary works in imagery and typography, Parra has evolved into a multimedia artist, delving into sculpture, drawing, music; as a member of Le Le and MICH, and of course, textiles, with the launch of his brand Rockwell By Parra in 2002. Initially, the brand only consisted of t-shirts featuring the creator’s unique hand-lettering..

2004 marked the expansion of Piet’s apparel to a bi annual release of clothing, accessories, footwear, and even home-textile collections, yet it was not until 2006 that his wing-borne oddities appeared on his garments, causing his brand to soar into popularity. Since, creators have been lining up to collaborate with the label, including Viktor & Rolf, Nike, Stones Throw Records, and skate brand Zoo York, to name a few.

The brand aesthetic has developed over the years, branching out into more refined, minimalist graphics; similar to that of the geometric chenille applique found on the ‘Building Block’ sweatshirt, to more simplistic and contemporary stylings synonymous with modern skate and streetwear, like the ‘Striped Pocket Logo’ tee.

Parra’s rapid expansion and rise in popularity has led to a huge demand for the brands quality pieces, Shop By Parra online and in-store at Aphrodite Clothing.

Shop the latest By Parra here!

July 22, 2022

VEJA Trainers Brand Guide

Founded in 2004 by Sébastien Kopp and François-Ghislain Morillion, French brand VEJA offer a unique and sutainability-concious approach to footwear.

The Creation of Veja

Who made VEJA?

Veja started when Sébastien Kopp and François-Ghislain Morillion wanted to reinvent a product, they decided that the most symbolic object of their generation was the simple trainer and so they set out to deconstruct it and recreate it in a completely different way, the right way.

Both Sébastien and François were amazed by the way that other brands produced their own trainers, pushing 70% of their financial backing to marketing and outreach, and only 30% to the raw materials and trade routes used. In their eyes this was wrong; As their company started 100% of their funding went towards the quality materials, and the people who farmed them. This was their idea of economic justice.

The founders identified Brazil as a country that produced all of the raw materials that they would need to create its trainers, and laws that protects their workers. They personally set off, exploring the production methods, and finding the best materials that offer both physical and economic sustainability. To Veja there are five steps, five locations that allow the company to thrive.

Brazilian Serengeti – This is where they found their Amazonian Rubber, the organically sourced material makes up the sole of over 40% of Veja’s trainers.
Nordeste – Here they found farmers who produced cotton in a agro-ecological way, without pesticides and without fertilizers. To secure a partnership with the farmers, and to keep aligned with their fair trade views, Sébastien and François paid double the market value of the cotton that was made.
Sao Paulo – Veja wanted to create a more sustainable alternative their cotton that they could use in their trainers if it was needed. This led to the creation of ‘B Mesh’. B Mesh is a thin fibre, produced by crushing up plastic bottles and spinning them out into a weavable thread. This can make a breathable and durable trainer with no negative ecological impact.
Porto Alegre Sneaker Factory – Here Veja relies on local workers to craft their trainers, they selected the district due to its strong social rights where workers work reasonable hours and get paid more than a living wage.
Bonneuil-Sur Marne – In the founders’ home country Veja needed a logistical hub. They partnered with a social reintegration organisation that employs vulnerable people to organise the distribution of their products all over the globe.

These five places are at the heart of everything that Veja do, offering sustainability, equality, fair working conditions, ecological production and more. The brands ethos is sustainability, Veja which literally translates to ‘look’ in Portuguese, encourages its consumers to look behind their products, how they were made, what with, and how those who made them are treated. This is the brands effort to reinforce the economic justice they so strongly believe in.

Veja Styles

Because of their story and effortless style, all of Veja’s trainers are absolutely quality. With that being said, if we had to pick we could narrow it own to about three silhouettes. The veja campo, Veja rio branco and Veja Esplar.

Veja Campo

An essential trainer destined for your footwear collection. The Campo model offers a flawlessly elegant silhouette.

A ‘Chrome Free’ leather upper houses Veja’s playful ‘V’ logo. Accents to the heel and gold foil ‘Veja’ branding adds character to the shoe. While a cushioned lining provides pure comfort, a luxury often overlooked when it comes to leather trainers. An amazonian rubber sole houses the premium upper and provides a well suited, subtle contrast in the trainer’s colour scheme.

‘Chrome Free’ leather constructs the shoe’s upper: with its provenance in Brazilian cattle farms, the smooth and light material is produced using a unique and innovative tanning process. The removal of chrome, heavy metals and dangerous acids in its creation leads to reduced waste, chemicals and energy usage. Water is saved during the process too with a 40% reduction in the amounts used.

Rubber and rice waste make up the ‘V’ Veja branding and organic cotton fabricates the trainer’s laces, while the insole provides comfort through a combination of materials such as amazonian rubber, recycled E.V.A, organic cotton and sugar cane. Recycled polyester adds soft padding to the insole and the outsole is made up of a blend of Amazonian rubber, recycled rubber and rice waste.

Made in Brazil, Veja keeps sustainability at the forefront of their mind when producing quality footwear. This Veja Campo Chrome Free Leather trainer offers a basic style made with luxurious, recycled and sustainable materials that can elevate any outfit and fit easily into a capsule wardrobe.

Veja Rio Branco

Retro inspired, the Veja Rio Branco follows the archival traits of some of the best running trainers of the 80s and reproduces them in a clean, sustainable silhouette.

The trainers upper is crafted using the brands ‘Alveomesh’, a fine fabric made from recycled polyester that is lightweight and offers breathability to its wearer. Suede overlays help to break up the visuals. crafted from ethically treated bovine leather, the suede undergoes a natural coating process in which it is treated with natural oils to enhance its light water resistant qualities. A branded heel tab offers a further contrast while Veja’s joyful ‘V’ logo is emblazoned on the trainers side panelling.

To the bottom of the shoe, a combination of sugar cane, rice waste and Amazonian rubber construct the sole. With a spongy midsole, everyday impacts are absorbed guaranteeing everyday comfort, while the rubber outsole provides traction on the most slippy of surfaces.

An ideal trainer to rock all year round, the Rio Branco offers comfort, style and versatility.

Veja Esplar

Contemporary minimalism at its finest. The Veja Esplar displays many similarities to the brand’s Campo model, all while offering a slimmer silhouette with a more sleek body.

The bovine leather upper is imported from Uruguayan farms, a country notorious for quality leather production and it rich culture of animal husbandry. The leather is then tanned in Brazil where it is attached to the sole in the Porto Algere Trainer factory. A suede heel tab is crafted from the underside of bovine leather, it’s brushed to increase flexibility and softness before being treated with a PFC free oil to add a water resistant coating.
The Esplar sole is made using a combination of ethically sourced Amazonian rubber , rice waste and recycled rubber. Offering not only comfort but knowledge that your product was made in an environmentally friendly way. Veja branding is present to both the tongue and heel while the brands ‘V’ logo appears on the trainers side panelling.

A perfect pair of trainers offering an amazing amount of versatility, dress them up with chinos or opt for your favourite denim to create a more casual look.

How to Style Veja Trainers?

Whether you need a bit of styling inspiration, or you just want to have a closer look at the brands offering, our in-house team have put together a short video showing the pure versatility and style that Veja offers. Check it out below.

Shop Our Mens VEJA Trainers!

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