The Havaianas factory in the1960s
1,000 pairs of Havaianas are sold in Brazil every day. Made of a secret 100% rubber formula, Havaianas distinguished itself from other flip-flops
which used EVA and PVC. With its secret rubber formula, Havaianas boasted
extreme comfort, reliable durability and the abilty to retain its original shape.
As early as 1970, inferior imitations were launched
by competitors. Havaianas launched a campaign with the slogan “The Legitimate Ones” which was so succesful that it cemented Havaianas
as a fundamental part of Brazilians' lives.
So much so that
Havaianas was henceforth used by the Brazilian government
to control inflation, just like rice and beans.
Copacabana in the 1960s
“They won’t lose their shape, the strap won’t come off and they won’t smell.”
That’s the famous slogan of the Havaianas commercials in the 1970s and 1980s featuring Brazilian comedian Chico Anysio.
With the launch of the Havaianas Top, Havaianas shifted the fashion landscape, forever redefining casual wear. From this year forth, flip-flops would leave behind the indoors for the sidewalks and the catwalks. Havaianas graced everyone’s feet, from royalty such as Queen Silvia of Sweden to sports icons like David Beckham, designers like Christian Louboutin and Michael Kors, and actors such as Jennifer Aniston and Tom, Katie and Suri Cruise, to name a few.
Since the ‘90s, Havaianas has continuously innovated, creating new styles with unique straps, ergonomic soles or adventurous prints. It has even created pairs for newborn Havaianas lovers.
In 1998, a special collection was launched on the occasion of the FIFA World Cup in France. Though Brazil did not win the Cup, it did win the hearts of Havaianas followers. The distinctive
Havaianas Brasil style was never taken off the market and remains a fan favorite to this day.
In the beginning, Havaianas was exported to Latin American countries such as Bolivia, Ecuador and Venezuela, but by 2001, export of Havaianas literally took off. But though it has traveled the world and adorned the feet of people in over 60 countries, it still has only one true home: Brazil, where every single pair of original Havaianas is lovingly created.
"Havaianas. Everybody wears them."
Havaianas advertising undergoes some major changes in Brazil.
In magazines, the explosion of colors and fun images of Havaianas ads translated the brand’s joyful spirit.
On TV, Brazilian celebrities showed their feet to prove it; indeed everybody wears Havaianas.
Havaianas first set foot in the Philippines in 2003. It sold one million pairs in its first three years, forever cementing Havaianas’ place in the hearts (and soles) of Filipinos.
The Oscar goes to...
Since 2003, a special pair of Havaianas has been given to each Oscar nominee.
In 2006, the exclusive, limited edition style was valued at over a thousand dollars, due to the glittering black diamond dangling beside the familiar Havaianas logo.
All Flip-Flops, a store devoted solely to selling Havaianas merchandise, was created in the Philippines in August 2006. It was the first Philppine retail store to need a bouncer, but it would not be the last. Nineteen All Flip-Flops stores now populate the country, and their bouncers are permanently on standby.
Diamonds are forever, and so are Havaianas. An exclusive edition, designed by renowned jeweler H.Stern, was launched. With 18 carat gold and diamonds, this pair of Havaianas was truly an unforgettable gem.
Havaianas Slim, specially molded for women’s feet with its delicate straps, is introduced, becoming an instant hit among customers and a fashion icon
for the brand.
Distinctive events showcasing slippers as never before were created. In 2007, Havaianas lovers walked the streets with style and purpose during Lifestyle Walking. 2008 saw Havaianas invade the shores, streets, fields and palates of Filipinos. In February, Free Kick, an event which allowed players to tap their inner Ronaldinhos, was held in Bonifacio High Street. In March, Flip-Floats, giant inflatable slipper-shaped rafts, were given away to fun and fashionable beach combers in Boracay. April saw giant slipper sculptures decorate areas such as Bonifacio High Street (BHS). Havaianas returned to BHS in October for Playback, an event
that recaptured the joy of Filipino old-school street games.
Lastly, in November, Havaianas gave beach goers a taste of
Brazil through the Havaianas Beach Bar, which served a
drink inspired by the Brazilian national cocktail – the
Havaianas opened its first satellite office in New York’s hip SoHo district in 2007 and opened another in Europe in 2008, establishing itself as a truly global brand that continues to bring joy to the feet of millions of Havaianas lovers.
Over three billion pairs of Havaianas have been sold all over the world. If every pair was lined up toe to heel, Havaianas would circle the world 40 times and no one would ever frown again. Today, Havaianas belongs to those who are part of its history who have done the simple act of slipping on a pair of flip-flops.