Havaianas unveils collaboration with New Era

Havaianas, the traditional brand of Brazilian flip flops and shoes forover half a century, is teaming up with New Era, as part of the cap brand’s100 year anniversary.

The exclusive collection, dubbed ‘Step into Joy’ features two flip flopprints, a bucket hat, a single colour 9Forty cap and a 9Twenty cap withfour colour variations.

All the items have been designed with identities of both brands, such asa rubber icon on the caps, as well as to highlight the connection betweenthe Havaianas beach and the New Era street.

With this in mind, both brands added that the collection of productswere designed to “play around with combinations,” as each flip flop printmatches a cap/bucket hat.

Commenting on the collaboration, Fernanda Romano, chief marketingofficer of Alpargatas, said in a statement: “When we considered thiscollab, being close to New Era seemed very natural, because it was alreadypart of our plans to dive deeper into the street universe this year,therefore this collab enriched our stories even more, given that 2020 isalso a very meaningful year for them.

“This is the first time that Havaianas will sell caps in its stores andthat New Era will have Havaianas too. That is the great thing aboutcollaborations; exchanges in the universes that the brands enable. The factthat Havaianas is an iconic Brazilian brand and New Era is the benchmark instreetwear were decisive for this collab to happen during such asignificant moment. We are certain that the line will be a greatsuccess.”

Artur Regen, general director of New Era in Brazil, added: “New Era andHavaianas have a lot in common. Both are democratic brands, with productsadored by consumers of the most diverse audiences, not to mention global,sold in hundreds of countries around the world.

“Therefore, we have found the possibility of creating a collaborationwith special and exclusive products to celebrate the 100th anniversary ofour company, in partnership with Havaianas, and we are very pleased withthe result. I am sure that fans of both brands will be surprised by theproduct design.”

The limited-edition collection is available on both brands e-commerceand brick-and-mortar stores. The unisex flip-flops retail for 26 pounds,with the hats ranging from 24 to 30 pounds.

Images: courtesy of Havaianas/New Era