MARKET and Havaianas Collide for Thermo-Reactive Flip Flops
An industry first.
Following its collaboration with My Chemical Romance, the Los Angeles-based streetwear label MARKET partners with Brazilian flip-flop label Havaianas for an exclusive capsule featuring the very first thermo-reactive sandals. For the collaboration, MARKET brings its distinct spirit to Havaianas’ popular Top and Tradi Zori models.
Both slippers are given thermo-reactive surfaces that change colors from black to red when exposed to heat and the footbeds feature Havaianas x MARKET co-branding with “Caution: Hot Sandal” text found along the edges. While ideating the concept for the collaboration, MARKET founder Mike Cherman took a trip to Brazil to visit the Havaianas headquarters and factories. Struck by how hot the sand can get on the beaches, he conceptualized the thermo-reactive design as a way to communicate this to the wearer. Working closely with the Havaianas’ team, they co-created the industry-first flip flop.
“The best collaborations come out of the need to solve a problem and the ability to add a twist and exciting energy to a product you already know and love. Working with Havaianas was truly a dream from a collaborative perspective. The team was ready to push the limits with us as partners and dove in to bring these innovative products to market,” said Cherman in a statement.
“When we do collaborations we look for the exchange of universes and to connect with a different audience in a unique and authentic way. Havaianas is an iconic Brazilian brand and this collab mixes it with all the creativity of MARKET. Havaianas is about being free to create and express yourself and it made perfect sense to partner with a brand that is so disruptive and innovative” says Maria Fernanda Albuquerque, Global Marketing VP at Alpargatas.
The capsule is now available on Havaianas and MARKET’s websites and select retail stores worldwide. The MARKET Tradi Zori Flip Flop is priced at $95 USD and the MARKET Top Flip Flop retails for $55 USD.
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