The Daily Star- Lebanese conscious fashion brand VEA has teamed up with media personality Paula Yacoubian to clean the environment one tire at a time. Rubber that makes up tires is nonbiodegradable, not recyclable and if burned, releases hazardous pollutants into the air. VEA works on the motto that if this waste is reused smartly, the impact on the environment could be substantial.

 

In that realm, VEA helps reduce the threat of wasted rubber on the environment, through a partnership with Bridgestone Lebanon and leading bike shops (Bike Generation, Cyclo Sport, La Bicyclette, etc.) by up-cycling bicycle, motorbike, car and truck inner tire rubber tubes (chambres à air) into fashionable, handmade rubber bags, purses, laptop cases, wallets, belts and jewelry.

 

VEA opened its first store at the Beirut Souks Saturday with an unveiling of its first brand collaboration with leading journalist and environmental advocate Yacoubian. Paula by VEA is a signature line of women’s bags and accessories dedicated to professional businesswomen with proceeds going to a cause that Yacoubian chooses to support.

 

The rubber used in all VEA items is subjected to heat and pressure that results in different patterns and thickness.

 

Natural fabrics and high-quality buckles, buttons, zippers are also used in the making of the products. As a next step, VEA plans to expand their product range by developing a line of home deco accessories.

 

VEA tracks their social contribution to the environment tire by tire with a counter on their website www.veawear.com that displays the kilograms of rubber that they have saved since the start of production.

 

As a social business, VEA further extends its contribution to saving the environment through using recycled paper and recycled carton packaging and incorporating natural fabrics in their products with minimal introduction of synthetics.

 

 

PHOTO: The Paula by VEA Collection.

CREDIT: The Daily Star /Hasan Shaaban.