Yolanda Kei
"Why can't heels, and all women's shoes, have a sneaker-like comfort?" In the fashion world, where style often outweighs all, one man dared to ask this very question.
It is what led Jeff Chan, founder of eco-friendly shoe brand Vivaia, to go on an extraordinary journey to redefine women's footwear worldwide.
Vivaia offers an extensive selection of stylish and comfortable shoes that cater to the modern consumer's needs. The brand's reach spans more than 61 countries and regions by way of a direct-to-consumer approach.
At the forefront of its mission is a commitment to sustainability. Collaborating with a global network of suppliers, Vivaia crafts footwear using recycled materials and eco-friendly production methods. This reflects a deep respect for the environment and it also resonates with consumers who prioritize sustainability.
The brand's story begins with Chan, a university dropout, finding his fortune as an online merchant. "I started my journey as an e-commerce guy, selling generic products which were non-branded," Chan recalled. "After a few years, the business got bigger, but I realized [that not having] a brand was like running water down the sink."
Chan's inspiration for his new venture came from a personal observation at home.
"My wife is a shoe lover - she has more than 200 pairs of shoes. But one thing I don't understand is that every time she wears one of her shoes, she has to bring a band-aid with her," he shared. "So I asked her why that is she said it's not the shoes, it's her feet that don't fit in them. And so I thought, could I make a difference?"
This revelation sparked inspiration. Lacking expertise in shoemaking, he turned to Marina Chen, a seasoned professional with over 20 years in the industry and the brand's eventual cofounder. "I'm usually the one with all these weird ideas, and she's the one who makes it happen," Chan said.
The mission was clear: to provide women with footwear that combines style and unparalleled comfort.
"We founded Vivaia to support everyday life," Chan said. "No matter where your journey is headed, you can always step into a pair of Vivaia shoes and enjoy comfort and style on the way."
One of the brand's unique selling points is its attention to fit. "We have 16 sizes for one pair of shoes because everyone's feet are so different," Chan said.
Sustainability is a critical aspect of Vivaia's ethos. "The recycling and the making of yarns are very intense," Chan explained. "We are partnering with Unifi to recycle and source all the used water bottles worldwide. They made the yarn for us to knit the shoes.
"The yarn we're using is called Repreve, which is also used in well-known brands like Nike, Adidas and Patagonia. Approximately six bottles would make a pair of size 7 flats."
By December 2024, Vivaia had recycled more than 260 million water bottles, a testament to its environmental commitment.
