No one has ever thought of a shoe as versatile as Havaianas flip-flops...
Havaianas are as Brazilian as rice and beans, Pelé and Ronaldo. Literally everyone has a pair. Some have two, five, even 10 pairs. In 2022, a record 260 million Havaianas were sold worldwide, almost 75% of them in Brazil.
They are the most popular and versatile footwear in the country. They can be worn on the beach, in stores, at dinner or even at parties . At a wedding, for example, they were distributed so that guests could exchange their high heels for something more comfortable.
They're perfect for beach soccer games, stabilizing wobbly bar tables, and even serving as doorstops.
They are one of the most versatile shoes in existence, and in Brazil, you can see them practically everywhere. But how did Havaianas become such an integral part of Brazilian culture?
In this blog, we will explore the trajectory of this great Brazilian brand and understand how it became a global symbol of Brazilian style and comfort.
History of Havaianas
Once upon a time, Scottish businessman Robert Fraser fell in love belarus phone number data with a shoe: a Japanese sandal called a Zori . It had soles made of rice straw and strips of fabric that ran across the foot and between the toes.
Fraser wanted a more durable version. Something that could withstand the beach lifestyle in Brazil. So in 1962, he took some high-quality rubber—which was readily available and cheap in the country—and fashioned his own Zori-style sandals . He even included a rice-grain texture on the sole in a nod to the Japanese inspiration.
These sandals were the first pair of Havaianas. Named after Hawaii , they were designed to be the perfect footwear for a laid-back island lifestyle. Little did Fraser know that Havaianas would soon become synonymous with beach life around the world .
Made of blue and white rubber, the first pair was called Tradi. Street vendors took them around the country in Volkswagen Kombi campers. They parked them in front of local shops in small towns to promote their new product from São Paulo, the big city.
The end of the 60s
A production error in 1969 resulted in the sandals being incorrectly produced in a green batch instead of the signature blue and white styles. The new colors were an instant hit, and the brand seized the opportunity to expand. They produced new sandals in brown, yellow and black before the turn of the year.
As color options grew, so did the brand. Peace and love were the mantra of the 1970s. They called for a more minimalist lifestyle with environmentally friendly choices. With hippies traveling around Brazil with Havaianas on their feet.
70s
By the 1970s , the original Havaianas flip-flop design was being imitated by fraudsters trying to ride the wave of the brand's success. However, the quality and originality of Havaianas ensured their longevity. By 1980, millions of pairs were being sold in Brazil every year.
In fact, the Brazilian government listed Havaianas as a key product that could be used to control inflation . Implying that Havaianas are as integral as rice and beans to the Brazilian lifestyle. It wouldn’t be long before international domination arrived.
The creation of new styles and colors meant that flip-flops were quickly adopted by Americans and Europeans as a must-have summer sandal. By the 1990s, flip-flops were worn by everyone from casual beachgoers to famous celebrities, including the likes of Jennifer Aniston, Angelina Jolie, and David Beckham.
In the 2000s, schoolchildren even began protesting against the right to wear flip-flops to school instead of their damp, restrictive school shoes. Some Brazilian offices even started their own version of casual Fridays, Havaianas Day, when employees were allowed to let their feet breathe in the office.
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