Companies

Havaianas and MARKET team up on thermos-reactive flip-flops

Sep 19, 2022 Brazil

The Brazilian brand, known for its flip-flops, and the Los Angeles-based streetwear label co-created an exclusive capsule collection that features the very first thermos-reactive sandals

For the collection, Havaianas' Top and Tradi Zori models were given thermo-reactive surfaces that change colours from black to red when exposed to heat. The footbeds feature Havaianas x MARKET co-branding with the "Caution: Hot Sandal" text along the edges. Market founder Mike Cherman came up with the concept for the collection while visiting the Havaianas' headquarters and factories in Brazil. Struck by how hot the sand can get on the beaches, he envisioned the thermo-reactive design as a way to communicate this to the wearer, which led the two brands to create the industry’s first thermos-reactive sandals.

"The best collaborations come out of the need to solve a problem and the ability to add a twist and exciting energy to a product you already know and love. Working with Havaianas was truly a dream from a collaborative perspective. The team was ready to push the limits with us as partners and dove in to bring these innovative products to market", commented Mike Cherman.

"When we do collaborations, we look for the exchange of universes and to connect with a different audience in a unique and authentic way. Havaianas is an iconic Brazilian brand and this collab mixes it with all the creativity of MARKET. Havaianas is about being free to create and express yourself and it made perfect sense to partner with a brand that is so disruptive and innovative", stated Maria Fernanda Albuquerque, Global Marketing VP at Alpargatas, the owner of Havaianas.

Image Credits: hypebeast.com

Brazil Alpargatas Brands Footwear havaianas Partnerships