Sunday, 17 June 2012

Havianas 50th Anniversary! Xx

June 15th marks the 50th anniversary 
for the Brazilian footwear brand.

Havaianas now retails in 85 countries,
 with over 454 different styles available!

June 15th also marks National Flip Flop day, 
and as a celebration, Havaianas will be launching a
 limited edition 50th Flip Flop. 
Only 50,000 pairs have been produced worldwide, 
with 100% of net sales going to UNICEF 
to support further projects in Brazil.
This year, the brand that brought summer shine 
and positive thinking to one and all turns 50.

Havaianas represents a new way to walk through 
life on a colourful tide of Brazilian spirit and good vibes, 
                                         looking at life like a real Carioca.
The first ones – the real ones!

In 1962, while the world was busy with more ‘serious’ matters, 
the least serious shoe out there was born in Brazil: 
Havaianas, the original, 100% rubber flip-flop. 
Modelled on the Japanese Zori slipper,
 Havaianas insoles still have a textured rice pattern today.
 A revolution began on Brazilian feet which would
 later change the way the whole world walked...

The new sandals were patented as 
“a new shoe model in the shape of a slingshot” 
and named Havaianas in honour of the Hawaiian 
pleasure-centred approach to life: 
a brand name that conveys the brand’s essence.
                         Havaianas were an immediate hit with Brazil’s working class, 
for whom the two- toned blue and white flip-flops 
with matching blue straps were comfortable, durable and affordable. 

The people’s shoe was born.

Like many of humanity’s great inventions, 
                                   Havaianas accident! 

                             A whole batch of flip-flops intended to be the brand’s
traditional blue, came out green due to a technical mishap. 

                                  The new colourwas such a success that the 
                                           company began making the same
flip-flop with different coloured straps in yellow, 
green, red and black. 

By the 1970s, Havaianas were on the feet – 
and in the hearts – of thousands of Brazilians. 
The first imitations appeared, sparking the famous Havaianas slogan: 
“Havaianas, the real ones”. 
The short but profound epithet became legendary, 
along with the tagline: 
“they don’t lose their shape, don’t smell and the straps don’t get loose”, 
made popular by the much- loved, great Brazilian comedian Chico Anysio.

Ten years later, with just four colours and one model available, 
Havaianas were more popular than ever among modest-income Brazilians, 
achieving best-seller status despite being sold in non- descript places, 
in plastic bags next to cleaning products. 
The famous flip-flop was so well-rooted in Brazilian society 
that the government declared it a basic necessity and 
began monitoring their cost along with other products like rice 
in order to control inflation. 
Brazilians can do without certain things, but not their Havaianas!

Havaianas fans began turning their shoes white side downwards,
 leaving the coloured side up. 
The idea became such a hot trend that in 1994, 
the brand released its ‘Top’ collection

Havaianas, the honest, authentic, sincere brand, 
went from uncool to cool. 
Not just a rubber flip-flop, 
Havaianas became a symbol of casual, 
upbeat, creative and fun living.
Also in the 90s, AlmapBBDO began handling the company’s advertising. 
The agency’s campaigns – customer-centred, 
irreverent and one-of-a-kind – established the brand’s current identity, 
based on colour, good vibes, art and optimism, 
and the new tagline, “Havaianas. Everyone wears them”, 
which gave the brand access to international markets.

Like any self-respecting Carioca, Havaianas loves football.
 In 1998, the brand supported Brazil in the World Cup by 
launching a new line of flip-flops with a small Brazilian flag on the strap. 
Huge hopes weren’t enough to bring Brazil a first place victory, 
but the huge success of the new shoe led to the Havaianas Brasil
collection, one of the most popular today.
By 2000 Havianas had gone global. 
                                           Sales points opened in Hawaii, 
Australia, France, the

Philippines and elsewhere after visitors to Brazil 
fell in love with the brand and filled 
their suitcases with their favourite pairs.

Havaianas opened offices in the US (2007) 
                                    and Europe (2008) to take the essence
                                     of the Brazilian shoe to new levels. 
Today, the company sells 
in over 85 countries.
Conquering Europe!

2011 with the launch of the RAIN BOOTS collection.

The most famous name in flip-flops painted the Oscars in its bright, 
Brazilian colours by making an exclusive model for every nominee. 
There were limited edition collections designed by fashion houses 
and designers such as Celine (2004), H. Stern (2004), 
Paul and Joe (2010), Marimekko (2010),  
PinelandPinel (2010) and Missoni (2011).

 MYOH – Make Your Own Havaianas – 

Havaianas launched a complete collection of 
separate soles and straps, pins and Swarovski crystals that ‘Havaianicos’ 
can mix and match to create their own unique pair.  
MYOH turns customers into designers, 
and flip-flops into a personal art form.

A product that represents Brazilian values this well
can only be made in Brazil! 
Every year, the same
site in Campina Grande in north-east Brazil
manufactures over 206 million pairs of Havaianas,
making it the biggest flip-flop factory in the world.
 Only here can the heart of every Havaiana 
shoe beat to the rhythm of samba.

In line with its commitment to sustainable production, Havaianas is actively pursuing social responsibility initiatives together with two organisations:
  • -  IPE (Institute for Ecological Research), a non-profit organisation for the protection of Amazon eco-systems; 
  • -  Conservation International Brazil, a non-profit organisation aimed at protecting seabed and marine biodiversity for the benefit of humanity. 

  • The only thing missing was a place where customers could 
  • find the entire Havaianas product mix and experience. 
  • In 2008 the brand opened its Havaianas Space, 
  • a 300 square-metre flagship location in the upscale Oscar Freire area of Sao Paulo, The store sells every collection available and,
  •  from wall to wall, reflects the brand’s true essence.

  • Havaianas took it first big step onto the old continent
     in March 2010 with the opening of its first European store in Barcelona. 

    It later opened stores in Rome, Paris, London and Valencia
    And here we are: 2012.

    Take a look at the Special Collection 2012
    We Love! Xx

    For its 50th Anniversary, Havaianas launches a very special limited edition.
     Inspired by the mythical ́flip over ́ that took place in the 90s 
    when Havaianas fans swapped their Havaianas for single colour Havaianas, 
    becoming this new style the brand’s biggest turnaround! 
    The company will produce 50.000 units of this exclusive edition, 
    where 100% of the net sales will be donated to UNICEF 
    in support of a project in Brazil.

    Havaianas takes pride in turning 50 and in sharing its 
  • philosophy and authenticity with so many people. 
  • Younger and more determined than ever to explore new paths,
  •  Havaianas will promote Brazilian Spirit in every corner of the globe. 
  • This is just the beginning of a colourful and surprising feel-good journey. 
  • Care to come along?

Until next time J Xx

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