Havaianas Australia is thrilled to introduce an exclusive thong collection with MARKET, the cult-favorite, LA-based streetwear brand. Both bold and playful brands, MARKET brings their distinct spirit and innovative product design to the world of thongs.
This collaboration collection comes in two drops. Drop one innovates on Top – one of Havaianas’ most popular models. For the first time, the Top model features a thermo-reactive surface that changes from black to red due to heat. The co-branded Havaianas x MARKET logo appears on the footbed .The words “Caution: Hot Sandal” is playfully written along the thong’s edge.
MARKET founder and Creative Director Mike Cherman travelled to Brazil to visit Havaianas’ headquarters and factories for inspiration. During his trip, Cherman was struck by the heat and how hot the sand can get on Brazil’s beaches. From there, he conceptualised the thermo-reactive design as a way to communicate this to the wearer.
MARKET worked closely with Havaianas’ innovation team, designers,
and developers to push the limits of what was possible and created the industry-first thongs.
“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,” says Mike Cherman, Founder at Market.
“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 first drop of the collection featuring the Top model launched exclusively on August 3 on havaianas.com.au for RRP $80AUD. The second drop featuring a never-before-seen model will launch in September 2022. Exclusive storytelling and content around the collection will unfold across Havaianas, MARKET, and Highsnobiety’s channels.
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