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Havaianas x New Era ‘Step into Joy’

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When it comes to thongs, it is inevitable—not to say impossible—to not think of Havaianas, the traditional brand of Brazilian thongs and shoes for over half a century. On the other hand, when we talk about caps it is equally unlikely that you wouldn’t think of New Era, which is celebrating 100 years of history and has one of the best-selling caps in the world, in its portfolio, namely the New York Yankees. These two brands have joined forces, tradition, history, and lifestyle in a collaboration launched globally today.

Havaianas and New Era launch an unprecedented and exclusive collaboration. The two global brands, leaders in their segments, introduce a new line with seven products. Dubbed as “Step into Joy”, the line consists of two TOP style thong prints, a bucket hat, a single color 9FORTY cap and a 9TWENTY cap with four color variations. All the items have the identities of both brands, such as a rubber icon on the caps. The creation is the connection between the Havaianas beach and the New Era street styles. The products were designed to play around with combinations, as each style’s print match a cap/bucket hat.

You’re wrong if you believe that this is just another collaboration because it comes packed with history and meaning. For its 100th anniversary, New Era wanted to co-create with a brand that could go from head to toe so that is how the partnership with Havaianas was born.

The novelties catch fans of the brands by surprise and promise to be a hit, as they are both iconic brands that speak to all tribes and highly connect with the youth.

“When we considered this collaboration, being close to New Era seemed very natural, because it was already part of our plans to dive deeper into the street universe this year, therefore this collaboration enriched our stories even more, given that 2020 is also a very meaningful year for them. This is the first time that Havaianas will sell caps in its stores and that New Era will have Havaianas too. That is the great thing about collaborations; exchanges in the universes that the brands enable. The fact that Havaianas is an iconic Brazilian brand and New Era is the benchmark in street wear were decisive for this collaboration to happen during such a significant moment. We are certain that the line will be a great success,” explains Fernanda Romano, CMO of Alpargatas.

New Era and Havaianas have a lot in common. Both are democratic brands, with products adored by consumers of the most diverse audiences, not to mention global, sold in hundreds of countries around the world. Therefore, we have found the possibility of creating a collaboration with special and exclusive products to celebrate the 100th anniversary of our company, in partnership with Havaianas, and we are very pleased with the result. I am sure that fans of both brands will be surprised by the product design,” says Artur Regen, General Director of New Era in Brazil.

The Havaianas x New Era collaboration are now available at havaianas.com.au and neweracap.com.au.

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