Havaianas: Brazil’s iconic footprint
1962, Brazil. A creation was born, inspired by the simplicity and elegance of the Japanese Zori sandal. This creation, named Havaianas – an ode to Hawaiians – was not just a pair of sandals but an emblem of Brazil's vibrant culture. The first model, named 'Tradi' (short for "tradicional"), showcased Brazil's knack for combining tradition with innovation. Within just two years, Havaianas were everywhere, as salesmen sold them from their vans throughout Brazil's streets.
The first Havana was only available in blue and white. In a fortunate twist of fate in 1969, an unexpected production mishap introduced a green version. Instead of being viewed as an oversight, this green Havaiana was warmly welcomed, paving the way for a plethora of colors in the following years. The mid-1990s witnessed the brand's evolution with the introduction of patterned designs. Since then, Havaianas has not only amplified its color palette but also its global footprint, partnering with illustrious designers, championing causes with various organizations, and crafting special edition flip-flops for events like the World Cup and Y2K.
CORE VALUES: The Pillars of Havaianas' Branding and Sustainability
Circularity: Embracing a Sustainable Cycle
Havaianas places immense value on the principles of the circular economy. Their commitment extends from rethinking their product designs to fostering end-of-life product management. A significant representation of this commitment is their Havaianas reCICLO initiative, which seeks to recollect and recycle used sandals. This initiative, after its successful inception in Brazil, has expanded globally to 16 countries, emphasizing the brand's drive to combine sustainability with its global reach.
Planet and People: For a Freer World
Havaianas believes that true freedom arises when both the planet and its people flourish in harmony. With almost 97% of their sandals produced containing around 40% of reused rubber, the brand epitomizes sustainable production. Havaianas doesn't stop at product creation; they invest heavily in innovative solutions that consider the entire product lifecycle, from material sourcing to possibilities of final disposal and renewal. Havaianas' "Praia+Limpa" initiative (Beach Clean Up Program, in English), launched in 2023, focuses on cleaning beaches globally, promoting the circular economy, and engaging communities in waste reduction efforts. Beginning in Rio's Ipanema beach, they've rallied 353 volunteers, collecting over 347,564 kilograms of waste, with recyclables benefiting local cooperatives and discarded sandals integrated into their recycling program.
For over 15 years, Havaianas has partnered with Instituto de Pesquisas Ecológicas (IPÊ) to conserve Brazil's biodiversity, dedicating 7% of IPÊ collection sales to conservation projects and planting over 5.4 million trees. An annual IPÊ collection is released, featuring Brazilian fauna designs, educating global consumers and promoting environmental awareness.
For over 10 years, the Havaianas Conservation International (CI) line has dedicated 7% of its net sales to CI-Brazil, collaboratively protecting 380,000 hectares of marine life in the biodiverse Abrolhos region. The CI line features prints of the marine animals of the Abrolhos region, including their scientific names and information on the species.
60% of Soul Collection and You Collection items are made of recycled, sustainable materials.
Following their goal to “make sure that people can identify with, feel represented by, and have access to our diverse range of products”. Havaianas partnered with NGO All Out on the Pride Collection, in which 7% of profit gets donated to the NGO, they have raised over R$4M to date. All Out is a NGO that works for the shelter and protection of LGBQTIA+ people as a global movement in defense of love and equality.
1% of every Havaianas sold is donated to a nonprofit, and they invest $20M USD globally in innovation every year.
Culture: Reflecting Brazil's Essence
Havaianas, much like FARM RIO, has always been a celebratory symbol of Brazil's spirit and energy. Their designs often showcase elements of Brazilian heritage, from iconic symbols to cultural motifs. The sandals serve as a canvas, reflecting the nation's diverse landscapes and rich traditions. Additionally, Havaianas' efforts to support local communities and promote sustainability further solidify their role as ambassadors of Brazil's vibrant culture on the global stage.
Brand Identity
Focuses on its originality, being authentically Brazilian. From their US YouTube page: “Havaianas embodies Brazil's fun, vibrant & spontaneous way of life. Add instant joy to your feet with the highest quality rubber & hundreds of styles.”
They use their Brazilness as a selling point, it’s their unique selling proposition - they are the original, and they are from Brazil. Brazilian iconography is incorporated into everything they do - there’s a line of flip-flops with the Brazilian flag on it, ads shot on the beach, people playing soccer, the Copacabana boardwalk.
