In the Philippines, the flip-flops were sported by movie stars, politicians and other bigwigs, not just to the beach but also to the malls, schools and other places. Even Tagum city mayor Rey Uy, in a recent interview, was sporting the latest Havaianas with a design featuring the embossed logo.
But the makers of Havaianas did not market their product simply as a fashion must-have nor as high-end fashion accessories. Based on the current foreign exchange rate, the flip-flops appeared expensive in the Philippines. But Nograles said this was not the case in countries like the US, where Havaianas captured the American imagination because it was relatively inexpensive, unless laden with swarovski crystals.
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Havaianas employees sit on the floor while they put on a client’s chosen pin. (davaotoday.com photo by Jonald Mahinay)
In Brazil, Havaianas were, first and foremost, a working man’s footwear.
The first prototypes, which appeared in 1907, were simple and inexpensive rubber slippers manufactured by the Sao Paulo Alpargatas company and patronized primarily by Brazilian coffee collectors. In 1962, the company owners allowed international inspiration to seep into their manufacturing. They based their new design on the Japanese zori sandals and named it the Havaianas (ah-vay-YAH-nas), the Portuguese for “Hawaiians.” It was a salute to the infamous, unflappable and laidback style of the residents of the glamorous holiday destination Hawaii.
Through the years, Havaianas has maintained that the real secret of their longevity is the durability of their slippers. Not to be belittled is also the comfort that can be found in its “buttery-soft” and springy sole. Brazilian manufacturers boast that they owe this durability to specially formulated rubber that makes for straps that never break and for prints on the sole that never fade.
Nograles made a personal guarantee to immediately replace within a month any purchase of a pair that doesn’t live up to this promise. She admitted that she would allow for a longer guarantee if it wouldn’t create havoc on her business.
The Havaiana guarantee is a guarantee that cannot be given by unauthorized dealers and, of course, fake products. Nograles said she has made her peace with counterfeit Havaianas. She’s taking it as a compliment, rather than a threat, to have fake Havaianas around. She claims that these bogus flip-flops, after all, cannot compare with the quality of the real thing. (CJ Kuizon/ davaotoday.com)
