Havaianas `H Na Rua` Flip Flops (Petroleum)

Havaianas Sandals

In 1962, the Sao Paulo Alpargatas company began to produce a sandal based on thedesign of the Japanese flip flop, called the zori. However, instead of using strawto make them, they used rubber, which made a very comfortable and durable sandal. In the 1960s, Havaianas were sold at small, neighbourhood stores for a low price, andwere purchased exclusively by the lower classes. For this reason, Havaianas wereknown as Chinelos De Pobre (poor mans flip flops) during this period.

Nevertheless, Havaianas were very successful at the time, selling a thousand pairs aday. Due to their popularity, many imitator brands arose, and in 1970 Havaianas cameout with a new campaign called Havaianas: As Leg?timas (Havaianas: the Legitimate Ones) to try to beat the competition.

It wasnt until 1994 that Havaianas became a success with the middle and upperclasses in Brazil. Some Brazilians say it is because foreign tourists began buyingthe brand, but it was also because of a change in design. In this year, the companyreleased a new line of monochromatic sandals and by 1996, Havaianas had truly become a national brand, reaching new consumers all over the country. Two years later, the brand released a special edition flip flop, Havaianas Brazil, in honour of the World Cup. The small Brazilian flag logo would be Havaianas new trademark.

By 2000, the brand became a hit with celebrities and models, and the following year Havaianas began exporting their flip flops. Now wildly popular from the US to Australia, Havaianas have been featured in important retail stores, high end fashion shows, and even the Oscars. There are now nearly twenty different lines of Havaianas for men, women, children and babies, and an estimated 160 million flip flops are sold every year.