The Versatility of Havaianas: A Brazilian Icon
I never thought of a shoe as versatile. Sure, you can wear them, but how many more uses can they have other than as footwear? Then I saw Brazilians and their Havaianas…
The Popularity of Havaianas
Havaianas are as Brazilian as rice and beans, Pelé and Ronaldo. Literally, everyone owns a pair. In 2022, a record of 260 million Havaianas were sold worldwide – nearly 75% of which were sold in Brazil.
They’re the most popular and versatile footwear in the country. You can wear them to the beach, shops, dinner, or even a party. They have become an essential item for both casual and special occasions.
Creative Uses of Havaianas
- Great substitute for slippers when the floor is cold.
- Perfect goalposts for beach football.
- Can level a wobbly bar table.
- They even make good doorstops.
- Seen used to kill mosquitoes and handle hot pans.
Havaianas are not just shoes; they embody the Brazilian lifestyle and creativity. But how did Havaianas become such an integral part of Brazilian culture?
The History of Havaianas
Once upon a time, Scottish businessman Robert Fraser fell in love with a shoe: a Japanese sandal called a Zori. It had soles made from rice straw and fabric strips that ran across the foot and between the toes.
Fraser aimed for a sturdier version to withstand the beach lifestyle in Brazil. Thus, in 1962, he molded the first pair of Havaianas from high-quality rubber, incorporating a rice grain texture on its sole as a nod to their Japanese inspiration. These sandals, called Tradi, became immensely popular with traveling salesmen promoting them across Brazil.
As Brazilian as Rice and Beans
By the 1980s, millions of Havaianas were sold across the country. During the inflation crisis, the Brazilian government deemed them essential items, listing them alongside staples like rice and beans.
A Colorful Trend
Tired of traditional designs, Brazilians flipped their Havaianas upside down to show off colorful bottoms, leading to the creation of single-colored styles. This trend inspired new styles and prints, resulting in constant line expansions.
The introduction of the Brazil shoe in 1998, a yellow and green flip-flop, celebrated the World Cup despite Brazil never winning—demonstrating the brand’s significant cultural impact.
International Recognition
In 1999, Havaianas made their runway debut, leading to global recognition. By the early 2000s, celebrities embraced the footwear, further solidifying its place in both fashion and culture.
The World’s Most Expensive Havaianas
Some Havaianas come with impressive price tags, such as a pair decorated with gold feathers and diamonds, costing R$ 58,500 (USD$11,585). However, the most expensive version ever sold in 2023 was an NFT titled Happy Feet, reaching a price equivalent to R$ 5,600 (USD$11,009).
Tough Competition
While other brands have tried to imitate Havaianas’ style, none have achieved similar success. Ipanema Sandals, endorsed by supermodel Gisele Bündchen, have gained market share but most Brazilians still prefer the original Havaianas for their quality and cultural significance.
Havi Etiquette
Indoor and Outdoor
Many families have indoor Havaianas, used like slippers, and outdoor pairs for casual wear.
Sharing is Caring
It’s common to borrow a pair of Havaianas from family or friends for a quick trip outside.
Arm-Wear
When hitting the beach, folding Havaianas in half and sliding them up your arms is a practical way to carry them across the sand.
Regional Footwear
Havaianas usage varies by region; in southern areas, they’re primarily summer footwear, while in the Northeast, they’re a staple year-round.
Mata-Mãe
In Brazil, there’s a superstition surrounding Havaianas: leaving them upside down is considered bad luck!
Where to Buy Havaianas
You can find Havaianas in pharmacies, street kiosks, and official shops across Brazil, offering an extensive range of colors, styles, and customization options. They are quite affordable in Brazil, making them ideal for bringing back as souvenirs for family and friends.
