The birth of Havaianas
The first pair of Havaianas was born in 1962. It was inspired by the Zori, typical Japanese sandals made of fabric straps and rice straw soles. It is for this reason that the foot-bed of all Havaianas have a textured rice pattern, one of its many unmistakable features.
The creation of great slogans
Would you believe it that even in those days people were already trying to copy Havaianas? The famous slogan - “Havaianas. The real ones” - was launched. One just needs to hear the sentence “They don’t lose their shape, don’t smell and the straps don’t get loose” to remember the commercials starring comedian Chico Anysio during the 70s and 80s.
“Havaianas. Everyone wears them.”
Havaianas communication undergoes a great change. Famous people such as Malu Mader, Bebeto, Hortência and Luana Piovani were showing their feet on TV. It was true: everyone wore Havaianas. In magazines, the color explosion and fun images found on the ads conveyed the Havaianas up-beat mood.
The trend of turning the Havaianas white side downwards, leaving the colored part up, created sandals that seemed to have just one color. This was the inspiration for the launch of the Havaianas Top. Initially there were 8 different shades coloring the feet of Brazilians, nowadays the Havaianas Top rainbow features 20 different colors.
Since the end of the 80s, Havaianas hasn’t stopped creating fashion trends. New prints, colors and models – even for those who just learned how to walk… such as Havaianas Baby!
A new Havaianas model was created specially for the World Cup, featuring a small Brazilian flag on the strap. This model soon became an object of desire abroad and it also became Brazilians’ pride. The '98 World Cup title wasn’t ours, but Havaianas will be ours forever.
Havaianas spreads like wildfire abroad, Hawaii, Australia, France and many more. Foreigners buy them where they can to take them home. The sandals were featured on articles in important magazines and newspapers worldwide as well as on some of the hippest shopping windows in the planet. Nowadays, they can be found in more than 60 countries.
And the Oscar goes to...
Since 2003, Havaianas has been part of the Oscars, and exclusive models are given to the nominees.
Diamonds are forever, and so are Havaianas. In 2004, a special edition was created in a partnership with jeweler H.Stern, it featured an 18 karat gold finish and was encrusted with diamonds. A pair of sandals that is a jewel.
Havaianas Slim were created to please women even more. The slimmer, more delicate, straps became the talk of the town and nowadays are a brand icon.
A symbol of Brazilians’ high spirits everywhere, Havaianas sets foot in the USA for good. It is the beginning of the brand’s international expansion’s second stage.
Continuing to grow rapidly abroad, Havaianas establishes a presence in
Europe. The chosen spot to house the brand and a team of several
different nationalities was Madrid. Ole.
The year starts with a big brand event, the opening of Espaço Havaianas in Sao Paulo. A store that offers everything Havaianas aficionados have always dreamed of: a complete line of sandals, exclusive products designed only for the international market, customization and new products. Espaço Havaianas conveys the brand’s up-beat mood and magic, it's impossible to describe using words… you need to see it with you own eyes!