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.
