Havaianas: 50 years at the feet of the world

A story, a brand, a state of mind.

Brazil has witnessed the birth of their mythical beach slippers for 50 years. Under the slogan “do not deform, do not smell and do not loosen the straps”, Havaianas footwear rose from the people the product used by everyone. The Portuguese have an average of four pairs at home.

They say there is a "love affair" between Portuguese consumers and the brand Havaianas. This is because Portugal is the European country "with the greatest number of flops per capita”, says the official source of the brand. Overall, it is thought that each Portuguese have an average of four pairs of Havaianas, much more than twice that of any other European. But less than the Brazilians, of course.

In the land that saw the birth of the flip-flops inspired by Japanese zori model, exactly 50 years ago, each resident will have at least 25 pairs, all produced in the largest factory of slippers in the world, in Campina Grande, northeast Brazil. It was there that became rubber sheets in 206 million pairs of slippers sold in 2011. All in all, "six pairs of Havaianas are produced per second and 700,000 per day".

The growing demand for these slippers, which in 1962 were dubbed the shoes of the people, led the brand to approve the construction of a new factory to the end of 2012. "It will produce one hundred million pairs and will generate additional three thousand new jobs”, reveals an official source of Havaianas. Will be located to the south in the state of Minas Gerais.

When the Hawaiian born, was the sole bicolor (blue and white) and blue strips. The trend for colorful slippers was due to a technical problem: a lot of flip-flops, which should have been produced in its traditional color, blue, green turned to leave. That's when it started to produce strips in yellow, red or black.

The colors added a flashy slogan - 'do not deform, do not smell and do not loosen the straps' - and they were a simple flip-flops are considered to be a product of prime necessity by the Brazilian government, "he began to oversee the its price as it did with the rice”. He lived to the 80s, when the shoes were sold in plastic bags in supermarkets, next to shelves of detergents.

Conquered the Brazilian working class, the target of the Hawaiian became the middle class. It is not so surprising that some slippers adult will cost 12.90 euros, but there is a pair costing 160. "The most expensive model is the straps with Swarovski crystals sewn by hand by artisans in Brazil."These crystals, such as pins and ribbons in all colors and widths, can be combined based on the complete collection of soles, tailored to each client. The concept is called MYOH, 'make your own Havaianas'.

But the news for next winter boots are designed through a partnership that the mark does not intend to publish. "There will be two models irreverent and very glamorous". In addition, there will be shorter boots and galoshes child “products more orders last year". Will be available at the online store, established in 2010 in 85 countries or Space Hawaiian, a store of 300 square meters, located in Sao Paulo, where all the models.