Is Veja more or less successful than other brands in the ethical fashion movement?

This week you will be reading the VEJA: Sneakers with a Conscience Case Study.
Sébastien Kopp and François-Ghislain Morillion, recent business graduates in their twenties, had traveled the planet looking for a cool way to do business. In 2005, they settled in Brazil, they founded Veja, the first ethical sneaker company in the world. The Veja sneakers were made from wild latex sourced from the Amazon river area to mitigate rubber tree deforestation, from Brazilian organic cotton to enhance biodiversity, and from vegetable-tanned leather to prevent water pollution. These sneakers not only made consumers look good but also prompted them to take a closer look at bigger issues, such as the use of pesticides, genetically modified crops, and fair-trade labor practices.
Is Veja more or less successful than other brands in the ethical fashion movement? Explain your criteria.
List 5 key trends that helped build the ethical fashion industry from 2003-2010. Out of the 5, pick the one that you believe made the biggest impact and why.