Turnaround · Brazil · 1962–2023
Havaianas: from cheap sandal to fashion icon
Havaianas were cheap rubber sandals associated with poorer Brazilians. A 1990s repositioning with bright colours, celebrities, and the Brazilian flag turned them into a global fashion brand.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- Launch
- 1962
- Repositioning began
- 1994
- Brazilian flag detail
- 1998 World Cup
What happened
Alpargatas launched Havaianas in 1962, with a textured rubber sole inspired by Japanese zori sandals. They became a cheap staple, mostly in blue and white, and by the early 1990s were seen as a low-status commodity, with sales declining.
From 1994 Alpargatas repositioned the brand. It launched solid-coloured ‘Top’ models, used celebrities in ads, and sold through more upmarket shops. During the 1998 World Cup it added a small Brazilian flag to the strap, tying the sandal to national pride. International fashion boutiques and designers began stocking them.
Havaianas became a global brand sold in dozens of countries, with prices abroad far above those in Brazil, while remaining affordable at home.
Timeline
- 1962
Havaianas launched.
- 1994
Colourful ‘Top’ range and new marketing.
- 1998
Flag design during World Cup.
- 2000s
International fashion expansion.
what made it work
- Changed perception without changing the core product.
- Tied the brand to national identity.
- Shifted distribution upmarket.
the lesson
A commodity can become a fashion brand through new design, distribution, and identity — without changing what it fundamentally is.
Apply it to your business
- 1Could new colours, packaging, or stores reposition your product?
- 2Connect your brand to identity or pride.
- 3Distribution choices shape perception.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.