How the Beach Sandal Brand "Havaianas," Priced Around 3,000 Yen a Pair, Became a Global Fashion Icon

Beach sandals are a curious item.

Despite being extremely simple footwear, consisting of only a sole and straps, everyone has their favorites—there's always that one pair you "just can’t live without."

Among them, the Brazil-born Havaianas stands out with its vibrant colors and the exceptional comfort created by its natural rubber, capturing hearts worldwide.

How did a 3,000-yen pair of beach sandals become a beloved national product and a global fashion icon?

We spoke with Hitoshi Suzuki from Benchmade Co., Ltd., the Japan distributor for Havaianas.

Brand Name Roots: Brazilian Longing for Paradise

Havaianas was born in 1962 in the state of São Paulo, Brazil. "Havaianas" means "people of Hawaii" in Portuguese.

"The name Hawaii carries the sound of 'paradise-like time.' For Brazilians back then, it was something both special and approachable."

The origins of the brand lie in "Zori," traditional Japanese sandals brought to Brazil by immigrants from Japan. Made of rice straw and split bamboo, Zori are exceptionally breathable and provide a freeing sensation at the feet.

"Taking inspiration from these Zori, Havaianas developed a new sandal that used Brazilian natural rubber. Switching to a rubber sole increased the sandal’s durability and comfort, and this shape came to be known as the prototype for the modern beach sandal."

By 1966, Alpargatas, Havaianas’ founding company, had obtained a patent for its creation. The sandal officially became recognized as the originator of beach sandals.

A National Staple in Everyday Life

The very first model came only in one style: a white sole paired with blue straps. However, in 1969, a green strap created by chance during manufacturing gained widespread popularity.

"This event sparked the birth of black, brown, and other varieties, helping Havaianas become a household name throughout Brazil."

In the 1980s, Havaianas even made it onto the government’s “essentials list,” appearing alongside rice, beans, and milk; the listing of “Sandal = Havaianas” speaks volumes about its iconic status.

It was in the 1990s that Havaianas made its leap to become a global brand.

"To commemorate the World Cup held in France in 1998, we released the Havaianas Copa, featuring the Brazilian flag on the straps—this became a phenomenal hit."

Riding this momentum, Havaianas expanded into international markets including the U.S., UK, and France. The brand arrived in Japan in 1999.

The depth of love for Havaianas can also be attributed to its functionality.

"The standout feature of Havaianas is its rubber sole, decorated with the unique 'rice grain' patterned texture. Made from 100% rubber, the sole provides a satisfying, grippy feel that seems to hug the underside of your feet.

This distinctive design has remained unchanged since the brand’s debut; the design is also patented."

The rounded straps that fit comfortably to the foot are made of highly durable PVC (polyvinyl chloride). The flexible material ensures you can walk for hours without worrying about painful blisters.

Currently available only overseas, the brand also sells "Top Max Comfort," which takes the standard "Top" model as a base and enhances wearability and comfort.

"'Top Max Comfort' is a model designed based on anatomical principles, offering exceptional comfort. The relief texture (a raised pattern) on the heel helps absorb impact when walking, while the wider-than-usual straps improve the fit even further."

Even with its comfortable fit, the price remains around 3,000 yen, thanks to a unique production system.

"Backed by the philosophy of creating 'high-quality sandals anyone can wear,' we've consistently maintained a vertically integrated production system since our founding.

With four manufacturing sites throughout Brazil and full in-house management of all processes, we've kept intermediate costs down while guaranteeing premium product quality."

By setting up bases not only in Brazil but also in Spain, the United States, and the United Arab Emirates, they can respond rapidly on a global scale.

Creating New Value Through Collaborations with High-End Brands

In recent years, the brand has focused on collaborations that transcend genres—partnering with high-fashion houses.

"It was in 1999, after being featured in a Jean-Paul Gaultier show, that the brand began attracting attention in the world of high fashion. From there, tie-ups with renowned brands and designers increased steadily."

In 2019, a capsule collection with Yves Saint Laurent was launched.

"The zebra-patterned model by creative director Anthony Vaccarello created quite a buzz, and a second collection followed the next year. This partnership marked Havaianas' entry into the luxury segment."

In 2024, a collaboration with Dolce & Gabbana came to fruition, leading to limited-edition models adorned with Italian-inspired patterns like leopard and maiolica. The following year, six more exclusive models were released.

Why did they start partnering with such renowned luxury brands?

"Havaianas always forges partnerships with brands where mutual value can be exchanged.

These collaborations are a way to reach new audiences and boost the brand's visibility in the global fashion market."

As a leading Brazilian brand, Havaianas is deeply committed to social and environmental initiatives.

"We strive for sustainable growth while fostering innovation that creates environmental, social, and economic value."

One such effort is the "Pride Line," launched in 2020, with 7% of sales donated annually to ALL Out, an NPO supporting LGBTQIA+ rights.

Additionally, they've partnered with the environmental group IPÊ (Ecology Research Institute) for over 20 years, donating more than 10 million reais (over 250 million yen) and supporting more than 30 projects, resulting in the planting of over 7 million trees along Brazil's Atlantic coast.

"In 2020, we also started the 'Havaianas reCICLO' program to collect and recycle used sandals. With over 350 collection points in 16 countries, we've already reclaimed more than 400,000 pairs worldwide."

The recovered materials are recycled into flooring, tires, and furniture, or even turned into home goods like pot holders and placemats.

Havaianas’ achievement isn't limited to inventing beach sandals—they've elevated what was once a simple item of everyday footwear into a true fashion icon.

In 2023, they introduced a fresh global concept: "Break the rush (Let’s stop hurrying)."

"It's hard to run when you're wearing Havaianas. So why not take a deliberate pause and savor every moment? That's the idea we wanted to share."

This concept stands as an antithesis to the modern obsession with time performance and efficiency.

Just by slipping them on, you feel as if you're relaxing on a Brazilian beach, basking in a cheerful mood.

Havaianas are truly footwear for those who want to enjoy life freely.