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2025.06.21
CULTURE

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

#Havaianas
#sandals
#Brazil
#beach sandals
#zori
#sustainable
#Yves Saint Laurent
#Dolce & Gabbana
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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.
PROFILE
Hitoshi Suzuki

Benchmade Co., Ltd. Sales Representative

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."
An advertisement at the time Havaianas was launched
An advertisement at the time Havaianas was launched
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.
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