Every year, fashion evolves, and with these evolutions, styles of clothing and shoes rise and fall in popularity. A prime example of this evolution would be each year’s “it” shoe. With the rise of social media influencers, it has become more common for people to all follow the same trends, therefore wearing the same things. In the past few years, sneakers have dominated fashion before slowly fading, including Nike Air Force Ones, Adidas Sambas, Converse, and Vans. For 2026, I predict that Vejas will be the new “it” shoe.
Originally a French brand founded by Sébastian Kopp and François-Ghislain Morillon, Vejas launched its first collection in 2005, which focused on sustainability, being manufactured using organic cotton and wild rubber sourced in the Amazon rainforest. Such a creation was attained throughout partnerships with Brazilian families in order to support local economies in the region. According to a case study on the brand’s sustainability, the name “Veja” originates from the Portuguese word for, “look,” which encourages consumers to, “Look beyond the sneakers, looking at how they’re made.” According to the official Veja website. Veja has grown steadily since its launch in 2005, spending little money on advertising and more on ensuring the quality of the shoes and their materials.
Veja officially expanded into the United States in early 2020, opening a store in New York City, and has since expanded to Los Angeles and Brooklyn. Although there are a limited number of exclusively Veja stores in the U.S., it does not mean that they are unattainable. They are sold in boutiques and department stores all around the country. The shoes tend to be in the mid-range to pricier side, with prices typically ranging from $100-$200.
Veja has seen a spike in popularity over the past few years as multiple celebrities and royals have been seen wearing them out and about, including the likes of Megan Markle, Kate Middleton, Emma Watson, and Kourtney Kardashian. They all have frequently been captured wearing the French brand to run errands and make public appearances. Due to these high-profile consumers, the brand has experienced significant growth in popularity, becoming somewhat of a fashion sensation over the past couple of years.
The reason I predict that the Vejas will be this year’s “it” shoe is due to the fact that the 2025’s “it” shoe, the Adidas Samba, has slowly been decreasing in popularity with fewer and fewer people wearing them day by day. With a shift in fashion to looks being more dressed up, Vejas classy but timeless look, mixed with everyday comfort, is a very realistic option for the next “it” shoe.
In a small sample group of 10 young women aged 16-20, I collected data on how likely they each were to purchase Veja’s this year from a scale of one to ten. Over half of those who participated answered that they were very likely to purchase Veja’s this year. Although the sample group was small, it represents the overall trend in the popularity of the French shoe brand. The evidence shows that a majority of young women are likely to purchase them in 2026. The rising popularity of the brand across social media platforms will also help boost its sales, therefore solidifying Vejas as the “it” shoe of 2026.
According to the official Veja website, over 12 million pairs of Vejas have been sold worldwide since 2004 from over 4000 retailers in over 100 countries. Showing tremendous growth from a small start-up to a multinational corporation built on the foundation of sustainability and equality. According to Vogue Business between 2018 and 2019, sales grew from 38 million to 78.5 million dollars in yearly revenue. Sales have continued growing at a steady pace since then, showing an overall rise in the shoe’s popularity.
In an interview with Aashi Khirbat, grade 12, she said, “I may buy a pair in 2026; they are a great basic, cute shoe.” This seems to be a trend among teenagers. Walking around Lake Highland’s campus, Vejas are all too common, popping up in almost every hallway and classroom. The price of the shoes makes them the perfect beginner luxury shoe for teenagers.
The French brand is truly having its moment, and I truly believe that 2026 will be its year. Veja is sustainable, fashionable, and affordable, giving the classic white sneaker an elevated, luxurious look and feel. In English, Veja means “look,” and in 2026, the world will surely be looking at Veja.
