Havaianas steps into New Era collaboration

Tie up comes as part of the cap brand’s 100-year anniversary.

Flip flop brand, Havaianas has teamed up with New Era as part of the cap brand’s 100-year anniversary.

A new collection – called Step into Joy – features two flip flop prints, a bucket hat, a single colour 9Forty cap and a 9Twenty cap with four colour variations, reported Fashion United.

All items have been designed with the identities of both brands – each flip flop print matches a cap/bucket hat.

“When we considered this collab, 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 collab enriched our stories even more, given that 2020 is also a very meaningful year for them,” commented Fernanda Romano, chief marketing officer of Alpargatas (which owns the Havaianas brand).

“The fact that Havaianas is an iconic Brazilian brand and New Era is the benchmark in streetwear were decisive for this collab to happen during such a significant moment. We are certain that the line will be a great success.”

Artur Regen, general director of New Era in Brazil, added: “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.

“I am sure that fans of both brands will be surprised by the product design.”

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