|
Monday, August 29, 2005
Havaianas: The flip-flops mania
By Jojie Alcantara
YOU don't call them slippers anymore. If you want to be chic and sassy, call your Spartans "flip-flops" but those who are fanatics can identify them at a radar glance. They will know if you're wearing the real one.
I have read that in Boracay, the most common item lost due to sheer negligence and intoxication is the precious Havaianas (most commonly lost are red ones).
Now, these pairs cost from P400- P600 for kids and P600 and above for adults.
So what is its colorful history and why is it regarded with so much sanctity? In 1907, cheap and simple sandals called Alpargatas were used by coffee collectors in Brazil. In 1962, the Zori (a Japanese style sandal) was the inspiration for the creation of the Havaianas sandal by Sao Paulo Alpargatas, the company that manufactures the famous flip-flops.
The name Havaianas (ah-vai-YAH-nas) is Portuguese for Hawaiians, and a tribute to America's glamorous holiday destination and its carefree, laidback style.
The addictive nature of these flip flops is largely due to a well-kept secret 100% rubber formula, which makes them butter-soft, bouncy, flexible and durable.
The idea for the new sandal was so simple that its success spread like wildfire.
In less than a year, Sao Paulo Alpargatas was making five pairs of Havaianas every second; which adds up to 125 million pairs per year. Since their launch, more than 2 billion pairs of Havaianas sandals have been produced and sold throughout the world. It is said that if the sandals were laid end to end, they would go around the world 50 times. The flip-flops are now available throughout the United States, Europe, South America, Australia and Asia.
In Brazil, Havaianas are beloved and worn by all personalities from the average citizen to dignitaries and celebrities. In the United States, Havaianas have created an unprecedented cult following. Now referred to as the "best rubber sandal in the world," Havaianas can be seen gracing the pages of the hottest fashion and sports magazines, strutting down runways at New York Fashion Week and featured at red carpet events.
Stylish Americans, including top athletes, rock stars and celebrities (Paris Hilton, Nicole Kidman, Julia Roberts, Lindsay Lohan, to name a few other fashionistas) are addicted to the butter-soft comfort of these flip-flops. Colors and designs are increasingly varied and constantly adapt to the season's trends. Manufactured in only one factory in Brazil, rigid quality control is ensured.
Pinoys being fashionistas themselves, Terry S.A., the exclusive distributor of Haviaianas in the Philippines, awarded the exclusive dealership of Havaianas Southern and Western Mindanao to MARTISH Marketing Company, a brainchild of the two biggest Havaianas fans: Marga Montemayor, a store manager/buyer for a high-end British brand in Manila, which has brought her to the most fashionable cities in the world (viewing fashion shows in Paris, London and Milan); and Tisha Ang, a graduating entrepreneur with an MA in Political Economy and specialization in International Relations and Development this October.
With such high energy and full experiences in their young lives, the two moved back to their hometown to launch Havaianas Mindanao with a lavish opening in Villa Margarita Hotel that brought celebrities to Davao.
MARTISH MARKETING COMPANY becomes the exclusive distributors of Havaianas for Southern and Western Mindanao. Havaianas are now available in selected outlets near you (Bliss Tresses to Toes, Iron Horse Compund, Chimes Department Store, Faces Skin Center, Street Caf‚and Villa Margarita).
Congratulations, girls! Now that I have a fuschia pair, a powder blue wedge, and am aiming for black and orange ones to my collection, my FLIP FLOPS OFF to both of you for bringing them here!
For more inquiries, email Marga and Tish at martish.marketing@gmail.com.
(writer's website is www.witerary.com, or email witty@info.com.ph)
(August 29, 2005 issue)
Write letter to the editor. Click here.
Join the Sun.Star message board. Click here. |
|
[return to top]
[home]
[network page]
|
LOCAL NEWS
BUSINESS
OPINION
SPORTS
LIFESTYLE
FEATURE
SUPERBALITA
WEEKEND
|
