Havaianas is one of fashion’s latest obsessions, and Brazilians want credit where it’s due.
The Brazilian footwear company, known for its rubber thong sandals, has gained attention in European countries and the U.S. over the past few years, fueled by the flip-flop trend that has recently taken over the runway — and even the red carpets.
In August 2024, Havaianas sandals emerged as one of the trendiest styles seen during Copenhagen Fashion Week, leading to a wave of fashion enthusiasts sharing their Havaianas on social media this summer. “How do I explain to people on the street that I’m wearing my Havaianas in a cool Copenhagen way,” said their captions.
Brazilians weren’t happy.
The frustration with the “Copenhagen way” videos has been building up since. Julie Carolina de Castro, a social media influencer and investor relations associate, decided to respond to the videos, starting her own TikTok trend. “Wearing my Havaianas like a true Brazilian, cause why tf do we need to Europeanize everything [?]” Castro captioned her video, which received more than 1.5 million views since it went live on July 9.
Other Brazilians followed suit, sharing their Havaianas outfits on the platform and criticizing the Europeanization of the flip-flops.
“It is ironic, and even a bit comical, to see how fashion repeats its patterns: what was once associated with the working class or popular layers ends up being reappropriated by the elites and transformed into a ‘cool’ item,” Castro told Footwear News.
In Brazil, Havaianas flip-flops are an everyman’s uniform, worn on sandy beaches, bustling city streets and quick trips to the bakery. Moreover, Havaianas has evolved into a cultural symbol for Brazilians, who have seen the brand integrate itself into their daily life through nostalgic, oftentimes patriotic, advertisements since its inception in 1962.
Klara Gomes, another Brazilian influencer, shared a video on TikTok criticizing the “gentrification” of the Havaianas by Europeans on the platform. “Honestly, the fact that Havaianas are becoming popular not only in Europe but worldwide doesn’t bother me. What bothers me about this Europeanization is that wearing Havaianas outside the house is being seen as something chic just because they are becoming popular in Europe, when Brazilians have been doing this all along and are often met with negativity, especially abroad,” Gomes told FN. “There is a history and a reason why Havaianas has kept the Brazilian flag in its original design,” she added.
For Gomes, associating Havaianas with other nationalities is “disrespectful and unacceptable.” It is more than time to keep Brazil in focus and give proper credit to our influence in the fashion world,” she said.
While the international feud over Havaianas’ popularity unfolds on social media, the brand continues to attract new fans through its diverse collections, which include collaborations with Dolce & Gabbana and Gigi Hadid.
In June, Havaianas’ owner, Alpargatas S.A., announced an exclusive distribution agreement for the brand in the U.S. and Canada with The Eastman Group. The pair will work together throughout 2025 on a transition process so the new model will be ready in time for the 2026 season. In September, Havaianas is also set to unveil its first 3D-printed model during the upcoming Copenhagen Fashion Week.
FN reached out to Havaianas for comments.