Havaianas, the origin

The brand Havaianas was created in 1962 by São Paulo Alpargatas, a Brazilian company founded in 1907. Originally, the company was specialized in the manufacture of canvas and rope shoes, but it will make a small turn with the arrival of his 100% rubber flip flip loosely inspired by the ancestral Japanese Zori sandals.

At the time, the pair of flip-flops was an instant hit with the popular classes of the country thanks to its comfortable material and its low price, but also and especially thanks to the properties of the rubber: anti-slip, does not burn, does not smell and very resistant.

With its white and blue two-tone sole and blue flanges, the tong "Hawaianas Tradicional" was recognizable among a thousand.

But while the brand has stagnated for a decade in a unique style and production, a stroke of fate will change the game.

The Havaianas flip flop with Brazilian colors. Credits: Havaianas.

Havaianas: an evolution due to chance

As is the case for many notable inventions, the evolution of the Havaianas brand is due to the greatest of chances. Following a technical problem in the production line, an entire batch of flip flops came out in green instead of the traditional blue color. What could have led to an industrial disaster will mark the beginning of a new era at Havaianas.

Forced to note the warm welcome received by the new color, the brand will start producing the same flip flop but with flanges of different colors (red, yellow, green and black). This is how the Havaianas will enter the hearts of Brazilians.

With the massive arrival of counterfeiting in the 1970s, the brand responds with its line "Havaianas, the Original", and consolidates its image with advertising campaigns and strong communication, featuring such famous names as the very popular Brazilian comic, Chico Anysio.

Therefore, the brand puts all its commercial strategy on the fashion accessory and will seek to conquer an easier class.

It was in the 1990s that the brand enjoyed a first worldwide success with its line "Top monochrome" and its special editions, especially for the World Cup football in 1998.

The Havaianas pub campaign with Chico Anysio. Credits: Getty

Havaianas today

For ten years, the brand has diversified by offering its customers a line of bags or a line of twenty-six closed shoes (sneakers, ballerinas, boots ...), and has regularly collaborated with big names in fashion for limited editions. In 2007, she sponsored the Oscars ceremony and created a personalized and exclusive model for each nominee. The brand opens subsidiaries in the United States and Europe the year after by conveying its image of "brazilian spirit".

Havaianas collection spring-summer 2015 © dr

At present, the Havaianas brand, which recently celebrated its 50th anniversary, is present in more than 60 countries, and produces more than 200 million pairs of flip flops a year.