Far From the Spotlight,’ Veja’s Supply Chain Workers Get Their Due
Two short films, “Far From the Spotlight” and “Catadores,” debuted at the Metrograph in New York City on Thursday night to highlight the workers within Veja’s Brazilian supply chain. The documentaries focus on the rubber tappers, cotton growers, and waste pickers who provide raw materials for the French shoemaker, rather than the brand itself.
What are the differences between the two Veja documentaries?
The two films, which run less than an hour combined, utilize contrasting tones to depict the production of sneakers. “Far From the Spotlight,” directed by French-Canadian cinematographer Jérémie Battaglia, is described as a moodier excursion into the lives of raw material producers.
Battaglia’s film features Irisnete, a rubber tapper in the Amazon; Osvaldo, a generational cotton grower; Luênia, a leader of waste picker cooperatives; and Richard, a factory foreman. The narrative covers struggles including droughts and the impact of gang involvement on local youth.
In contrast, “Catadores” takes a lighter, comedic approach. Director Christophe “Chryde” Abric, known for music videos for artists like Paul McCartney and Alicia Keys, stated he was inspired by the interview style of the film “When Harry Met Sally.”
Abric’s film follows members of the Atremar recycling cooperative in Três Pontas, Minas Gerais. These workers speak directly to the camera about collecting plastic bottles, which are processed into recycled PET linings for Veja shoes.
How does Veja manage its supply chain and marketing?
Veja operates a compressed supply chain almost exclusively in Brazil. According to co-founder Sébastien Kopp, the company avoids the influencer economy and eschews traditional advertising to invest directly in its producers.
The company pays its producers a premium above market rates. Kopp stated at the screening, “We care about how much an organic cotton producer makes every month. We care about making Veja’s supply chain the best in the world.”
The films were produced through La Blogotheque, a Paris-based cooperative led by Abric. Both directors were given complete freedom to tell these stories without the intent to market the sneakers or present corporate data.
What is the significance of the “catadores” in production?
The term “catadores” refers to waste pickers in Portuguese. In “Catadores,” Evelini, a leader at the Atremar cooperative, demonstrates the transformation of plastic bottles into spools of PET thread.
Evelini noted that the process challenges perceptions of her profession, stating, “The people who think we’re garbagemen should see this.” This process converts discarded waste into the functional linings of the footwear.
What may happen next for these projects?
The debut at the Metrograph could lead to wider screenings of the documentaries to increase awareness of Brazilian labor cooperatives. The films may also serve as a model for other brands to document supply chains without using traditional advertising frameworks.
Because the directors emphasized that the subjects are “lives” rather than “actors,” future iterations of such projects could focus on other raw material sources within the company’s compressed supply chain.
Frequently Asked Questions
Where did the Veja short films make their debut?
The films premiered at the Metrograph in New York City on Thursday night.
Who are the directors of the two films?
“Far From the Spotlight” was directed by Jérémie Battaglia, and “Catadores” was helmed by Christophe “Chryde” Abric.
What is the role of the Atremar cooperative?
Based in Três Pontas, Minas Gerais, the Atremar cooperative collects and sorts plastic bottles that are recycled into PET linings for Veja sneakers.
How does seeing the people behind a product change your perception of the brand?