VEJA makes sneakers differently, with a focus on sustainability and social justice in everything they do.
They engaged the Baker Team to grow their retail footprint—while minimizing their environmental one.

For a brand that makes sneakers differently, the search for their first NYC store had to be different too. VEJA isn't just about shoes; it's about sustainability and social justice. After wading through 13 uninspired "white box" options, they were starting to lose hope. They needed a space with a soul, not just four white walls.

We found it in a forgotten piece of Nolita history: a former police precinct, complete with its original flagpole. The catch? It was raw, unfinished, and you had to walk up a flight of stairs right at the entrance—a deal-breaker for most retailers. For VEJA, it was a sign they were in the right place. They saw character where others saw challenges.

By preserving over 80% of the original materials, we helped them create a space that was a true extension of their brand—sustainable, authentic, and unconventional. The large windows facing the street and the historic flagpole became iconic brand elements. They didn't just get a store; they got a landmark. And they got it for a price that made their unconventional choice a brilliant business decision.

See write-ups in Vogue and Environmental Leader.