Havaianas is launching the first global Pride collection in support of the LGBTQIA + community

19 jul. 2015

Havaianas is committed to the LGBTQIA + community and is launching a new collection of products in Pride Month to show its support. Furthermore, the brand commits itself and announces actions and initiatives aimed at reducing disparities, promoting equality and providing continuous funding to projects and NGOs associated with the "All Out" movement that will help them progress and achieve better conditions for this part of the population.

In almost 60 years of history, Havaianas has offered footwear for everyone, regardless of gender, social class, religion, ethnicity or sexual orientation, and now in 2020, through a partnership with the “All Out” organization, which with local and global ini and changes in size, goes a step further.

“In recent years, we have made great progress in terms of diversity in our communication, but we know it is a long way. We know that this is a change that has a big impact and will be stronger with long-term commitment. By permanently incorporating the Pride collection into its product offering and expanding the size range to suit more people, Havaianas is committed to continuously celebrating, engaging and supporting the community, ”said Fernanda Romano, Chief Marketing Officer of Alpargatas, the umbrella company of the Havaianas brand.

The launch of the Pride collection, which consists of a bodysuit, handbag, two new models of flip-flops and pins, will be a turning point that will break the paradigm even in Hawaiianas. “Over the last few years, we’ve talked to influencers of different profiles so the movement that’s happening now can happen in a very natural and transparent way, and that’s the core of Havaianas,” Fernanda explains.

Partnership with the “All Out” global movement from Brazil that advocates for the rights of the LGBTQIA + community

Havaianas has partnered with All Out, an organization and movement that operates globally and advocates for the rights of the LGBTQIA + community, love and equality, mobilizes civil society and companies to defend the rights of the LGBTQIA + community. For every product sold from the Pride collection, 7% of net revenue goes to the “All Out” organization and their projects that are supported in Brazil and around the world. Given that the Pride collection will become a permanent part of the brand's offer, their partnership will be continuous and will provide ongoing assistance to the organization.

"In almost 70 countries, it is a crime to be homosexual. The mission of the All Out movement is to ensure that no one has to sacrifice their freedom or dignity, their family or security, for the sake of their own authenticity or the person they love. The partnership with Havaianas will provide our LGBTQIA + advocacy rights, in Brazil and around the world, with an important boost, ”added Leandro Ramos, All Out Regional Director for Latin America.

Extra sizes for some of the best-selling models

Havaianas is committed to introducing even more democracy so that as many different people as possible can wear Havaianas. So far, as a result of demand, the brand has had size restrictions for certain models and colors that were considered “more feminine,” but that will change. In total, there are more than 20 models whose size range will expand to 45/46.

Some of the major and best-selling models are desirable to many and will be available in even greater numbers for a variety of foot sizes; Slim Family, Slim Glitter, Top Disney and many other collections will be available from July in Havaianas stores and online store.

The gender revolution in online shopping

In a non-binary way, starting in September, everyone will be able to choose the Havaianas products they like best. The brand will circumvent traditional product search rules and launch a new website where products will no longer be searchable by gender. With this innovative change in the Havaianas online store, products will be searched by color, mood and style.

Advisory support for LGBTQIA + issues

Havainas worked with outside experts to communicate well and ensure active listening throughout the team. The collection will be available on the Croatian market next year.