Havaianas created its first pair of sandals in 1962. In fact, the name Havaianas came from a Portuguese word meaning "HAWAIIANS" and the design idea was inspired by Zori, typical Japanese sandals. Yet the Brazilian sandal brand has evloved to deftly infuse culture and inspiration of its home, Brazil. Havaianas is filled with fascinating stories behind a dramatic transformation it has made - from a sandal maker targeting working class to a go-to brand for fashionistas today.

We have come to the 18th edition of B.

I recently received some good news from Cannes, France. B won the Silver Lion award for Design at the Cannes Lions International Festival of Creativity. We began with the goal of producing an international magazine that would share our thoughts on brands from around the world. The encouraging news from Cannes is meaningful because it implies that these efforts are reaping positive results. I would like to take this news as an opportunity to express my thanks to our staff members and readers.

This issue’s brand happens to be one I first came across when I visited Cannes a couple of years ago. Located in southern France, Cannes is a famous vacation spot where tourists and creative talents from all around the world gather to celebrate. People walked along the beach or on the streets in sandals, and I noticed that many of them were wearing flip-flops with a tiny Brazilian flag on the strap. The materials used and the design of the flip-flops were very simple.

A few days later, I saw the same flip-flops again at a department store in Paris. The store was hosting a promotion where customers could choose the soles and straps they wanted, and then the shop would make them into a pair of custom sandals right on the spot. I was stunned by the number of people lining up to participate. Seeing this, I realized that even simple items like flip-flops could become the basis for a brand.

The brand I discovered in Cannes was “Havaianas.” Havaianas was founded in Brazil in 1962 and prides itself on being a “Made in Brazil” brand. The brand is said to have been inspired by Japanese zori sandals with their straw soles and fabric straps. The brand name is a Portuguese word meaning “Hawaiian,” chosen to represent the richness and freedom of the Hawaiian spirit and its similarity with Brazilian culture. At first, Havaianas were purchased by working class people. It was only after Havaianas underwent a brand renewal in 1994 that they became a fashion statement.

Flip-flops are all pretty similar in comfort and function, but Havaianas seem to embody a sort of “effortless chic,” where other flip-flops might just look lazy. Even though Havaianas seem like simple sandals that could be made anywhere, the company makes most of its products at home in Brazil to add the “Brazilian touch.” Many Swiss and Italian brands are built on their national identity, but it is not common for a Brazilian brand centered on national identity to succeed as a high-end brand. What makes Havaianas so exceptional is the brand’s commitment to building a unique, global brand image based on products embodying free-spirits and exotic locales.

For those who are planning to buy some cheap flip-flops this summer, I’d like to encourage them to put some thought into their choice. Havaianas look good and let you be yourself, just like the people I saw at Cannes. I believe that it is a challenge to talk about brands or creativity with a person that does not pay attention to small details in fashion. That person is less likely to understand how a company like Havaianas could grow into a global business selling something as simple as flip-flops.

PublisherSuyong Joh


02 Intro

A journey to exotic places means encountering unexpected items. Perhaps one of those items will be a pair of flip-flops.

26 Snaps in Hawaii

Havaianas means “Hawaiians” in Portuguese. B went to Hawaii in search of the ease, comfort, and pleasure the brand stands for.

48 Slippers on the Beach

What sandal brands can be seen on vacation?

54 Flip-Flops

Havaianas features affordable models, as well as relatively pricier special editions. This section looks at various flip-flop brands by price range.

70 Concept Store

The Havaianas Concept Store, located on Oscar Freire Street in São Paulo, is the one and only store that sells the entire Havaianas collection.

74 Design

Havaianas produces a wide variety of sandals in different colors and patterns, but its product line-up also includes a few other items such as sneakers and Espadrilles.

80 Snaps in Brazil

Havaianas has become a global brand, but for many Brazilians it’s just an established part of everyday life. This section captures the daily lives of people we met on the streets of São Paulo.

88 Brazilian Life

Havaianas sandals are daily necessity and a national icon for Brizilians.

96 Snaps in the City

Havaianas work well with lots of different outfits.

113 B’s Cut

Havaianas’ dynamic history and varied designs all come from a single origin. This section looks into the idea behind the brand and its history.

128 Brand Story

We met people working for Alpargatas to find out more about the history of Havaianas and to learn about the diverse possibilities for brand positioning.

152 Outro

Havaianas has gone from being something you only saw on vacation spots to a part of the urban lifestyle.


Suyoung Joh

Editor In Chief
Taehyuck Choi

Art Director
Chiho Ghim
Deputy Editorial Director
Eunsung Park
Heather Yoo, Eunah Kim
Styling Editor
Insung Yoo
Guest Editors
Boram Yang, Hyun Son, Mihye Nam, Yearim Kim, Yoona Lee
Hyeyoung Lee, Nari Park(U.K), Eaji Lee(JAPAN), Sungjoo Kim(GERMANY)
Ayoon Jung
Hyekyung Shin
Inbum Jang, Jessica Kim, Junghoon Woo, Juyeon Lee, Minhyung Kim, Sunghoon Park, Zai Nomura
Onedoe Jung
Gieun Lee, Hyunkyung Yoo, Jeanhee Ha, Rancy Kim, Soonok Hwang
Copy Editing
Eugene Larsen-Hallok, Heeyoung Yoo, Joyce Park
Taewook You
Hyungjin Choi
JOH & Company
Top Process


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