When Emma Watson wore a pair of trainers by the ethical French brand Veja, they quickly became one of the most talked-about sneaker brands around. The classic white shoes (made from recycled plastic bottles and wild rubber) feature a distinctive V-logo in varying colours on each side. Emma first wore the trainers back in October 2016, but it wasn't until 18 months later that the seemingly simple lace-ups started gaining popularity.
The Veja V-10 leather trainers arrived on Net-a-Porter in early 2017 and became the second and third best-selling pieces globally (only beaten out by a Gucci T-shirt) the same week they launched. Now I spot these trainers "in the wild" every day, as they seem to have become the most popular trainers of 2018. At a coffee house in London last week, I saw four separate women wearing the red, white and blue pair. Keep scrolling to shop our edit of the best Veja sneakers on the market, plus a guide to how fashion girls are wearing theirs.
Match your floral midi to your Veja logo à la Lucy Williams.
Finish summer separates with a pair of Vejas in the same palette.
What shoes to wear with cropped white jeans? Here's your answer, courtesy of Dutch fashion blogger Anouk Yve.
Another winning Lucy Williams combo—this time proving even maxi dresses go well with Veja kicks.
Checked suits and sneakers are now even cooler with colour-coordinated Vejas.
These sneakers are just too cool to not snap up.