The Los Angeles-based streetwear brand MARKET teams up with the Brazilian flip-flop company Havaianas for an exclusive capsule collection that includes the first thermo-reactive sandals, after its partnership with My Chemical Romance. For the cooperation, MARKET infuses its distinctive spirit into the well-liked Top and Tradi Zori models from Havaianas.
The footbeds of both slippers include Havaianas x MARKET co-branding and the words “Caution: Hot Sandal” along the borders. Both slippers have thermo-reactive surfaces that turn from black to red when heated. Mike Cherman, the founder of MARKET, visited the manufacturing and corporate offices of Havaianas while developing the idea for the collaboration. He developed the thermo-reactive design as a means of informing the wearer of how hot the sand on the beaches can get. They collaborated closely with the Havaianas team to develop the first flip flop in the market.
The potential to bring a twist and thrilling energy to a product you already know and love, as well as the necessity to address a problem, are what lead to the best collaborations. From a collaboration standpoint, working with Havaianas was a true dream. With us as partners, the team was willing to push the envelope, and they jumped right in to market these cutting-edge items, according to a statement from Cherman.
“When we work together, we seek to interchange universes and establish genuine connections with various audiences. The legendary Brazilian brand Havaianas is combined in this collaboration with all of MARKET’s inventiveness. According to Maria Fernanda Albuquerque, Global Marketing VP at Alpargatas, “Havaianas is about having the freedom to create and express oneself, therefore it made perfect sense to partner with a company that is so revolutionary and original.”
The capsule is now offered on the websites of MARKET and Havaianas as well as in a few retail locations across the world. The MARKET Top Flip Flop is sold for $55 USD while the MARKET Tradi Zori Flip Flop costs $95 USD.
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