As far as fashion commitments go, my oath to Havaianas is pretty solid. Their flip flops have been in constant rotation every Summer since I was a teen and I have yet to stray from tradition.
When recently invited to make my own Havaianas, I couldn’t say yes fast enough. Having recently made Carnaby St their British home by launching their first standalone boutique, the Brazilian brand have launched a unique ‘Make Your Own‘ concept booth where you can design your own flip flops and see your creation made before your very eyes.
The iconic styles, both Classic and Slim, are there in every colour combination you could dream up and – with special pins to stud along your straps – are super easy to individualise. While I personally love the chic look of a black sole and nude-coloured strap (embellished with little crystals, obvs), Havaianas very generously providing me a bevy of bases, straps, and pins to have my go at being a shoe designer for the day.
Let’s just say I have some very colourful-footed friends hopping around town right now…
For this very important anniversary, the team at Havaianas took it upon themselves to build an amazing Brazilian beach scene to cater to buyers and press alike. No better place for a birthday party than the most important trade fair in Europe, right?
Like the other brands at Bread & Butter, the focal point of the Havaianas stand was a presentation of their 2013 collection. Full of brand-synonymous colour, there are some interesting new features coming to Havaianas products, as well as a brand extension – but I can’t say too much at this point!
Aside from the upcoming collection, the “beach hut” also served as a visual walk-through of Havaianas flagship products and brand history. I learned that while the traditional shoe was produced in 1962, the arrival of the iconic coloured top only came about in 1994, and the only real structural change to the Havaianas sandal was in 2006, when they began to offer a more slim, feminine option in addition to the standard sandal.
Surrounding the beach hut, Havaianas were also offering birthday cake, feet painting, and “Make Your Own Havaianas” stations which were going down a storm. In fact, a huge majority of the tweets that were being hash-tagged to #bbberlin were talking about the custom Havaianas stations and special 50th anniversary pin that came with it! It was a fabulous accomplishment and – as I tweeted – definitely the best trade show set-up I’ve seen.
I’m sure that Havaianas need no introduction. The fifty year old (round of applause!) sandal specialist is the most prolific brand of its kind. In fact, the ‘textured rice’ look of the soles became so popular (and therefore, knocked off) in the 1970s that the brand adopted the slogan “The Real Ones”.
The brand has gone from strength to strength and you can now find a Havaianas store in over 60 countries. Obviously, I had tiny heart attack when they asked me to collaborate on their Happy Fashion campaign.
Essentially, Havaianas have decided to add a few fashionista-friendly designs to their extensive list of sandal styles. From twisted straps to metallic finishes, Flash, Freedom and Grace really don’t belong in the ‘flip flop’ category.
Flash urban model: With a strap like we’ve never seen before, it is the it-sandal that stands for a cool city look. Freedom model: The most effortless of all three, with an adjustable strap, ultra-comfortable sole and a perfect shape. Grace model: Inspired by gladiator sandals, Grace has a new locking system that allows you to roll the strap around the ankle… sexy.
In fact, I have styled all three pairs of Havaianas in the video below!
And now for the fun…
TWO PAIRS of Havaianas sandals and your competition picture (see below!) on the Havaianas European official blog, Havaianas European official Facebook page, and LelaLondon.com!
Send me an e-mail (lela at lelalondon DOT com) with a photo or mood board of the best ‘look’ you would choose to wear with Havaianas sandals.