Starting in 2005, Veja turned the production model of sneakers on their head. By giving up the 70% most companies normally spend on advertising, they could put the money toward production, raw materials and the people who make them. Founded by two frenchmen who flew to Brazil to use the rubber from the Amazon rainforest, the organic cotton from the northeast of Brazil and manufacture at a unionized factory in the south. Now they make sneakers from B-mesh or recycled plastic bottles. Transparency is at the heart of everything they do. Veja literally means “look” in Portuguese.