Havaianas is thrilled to present an exclusive collection in collaboration with Market, the cult streetwear brand based in Los Angeles. The capsule represents the meeting of two bold and playful brands, bringing the distinct spirit and innovative design of Market to the world of flip flops.
The collection reinterprets two of Havaianas’ most popular models: TOP and TRADI ZORI. For the first time ever, both feature a thermo-reactive surface that changes from black to red when exposed to heat. The Havaianas x Market logo appears on the footbed and, along the edge of the TOP flip flop, we find the playful writing “Caution: Hot Sandal”.
For inspiration, Market founder and creative director Mike Cherman traveled to Brazil to visit the Havaianas headquarters and factories. During the trip, Cherman, struck by the heat and the boiling sand of the Brazilian beaches, decided to communicate this feeling through the thermo-reactive design. Thus, Market has embarked on a working path in close contact with the innovation team, the designers and the developers of Havaianas, to overcome the limits of the possible and create the first thermo-reactive flip-flops.
The collection will launch on August 3rd globally on havaianas.com, market.com and at select retailers. Furthermore, exclusive contents of the collection will be released through the social channels of Havaianas and Market.
“The best collaborations arise from the need to solve a problem and from the ability to add a touch of novelty and an explosive energy to a product that you already know and love. Working with Havaianas was truly a dream: the team was ready to push the limits with us, to bring these innovative models to the market ”, Mike Cherman, founder of Market.
“When we create collaborations, we seek an exchange between different worlds and to connect with the public in a unique and authentic way. With this collaboration, the Brazilian brand blends its iconicity with the creativity that distinguishes Market. Havaianas is synonymous with freedom and it made perfect sense to partner with such an innovative and disruptive brand, ”says Maria Fernanda Albuquerque, Global Marketing VP of Alpargatas.