Brazil’s Havaianas took over London’s East End last weekend to celebrate the British leg of its House of Havaianas activation series. As fashion aficionados line up to bedazzle the strings of their rubber-soled numbers, the sentiment was clear: somehow, a flip flop brand managed to break through the creative consciousness and cement itself as one of the hottest names in footwear right now. So we’re diving into the why.
The debate around the volatility of fashion trends in post-pandemic times is one I gladly throw my hat into. The consensus is simple: with attention spans shrinking by the scroll – cheers, TikTok – the shelf life of a trend, be it a styling trick, a micro-accessory, or just how much skin peeks through a sheer skirt, has never been shorter. Polka dots. Scarves on waist. Butter yellow. Blink, and they’re suddenly an eyesore, plastered across every window display on Oxford Circus.
From the four corners of the internet, we’re riding content sugar highs – flitting from one aesthetic dopamine hit to the next. Which means, firstly, a generalised fatigue with fashion’s addiction to the ‘next big thing.’ Secondly, a quiet return to authentic styling: dressing according to your own taste, not the algorithm’s. And thirdly, a reminder that for any item, colour, or brand to actually stick, it has to do more than simply look good. When something cuts through the noise and holds its ground – sparking just enough controversy to keep group chats active – that’s when it earns the elusive cool factor. Your low-slung waists, your capris. Ballet flats. Kitten heels.
So, as we slowly edge towards the tail end of summer (a painful sentence to write), it’s time to do some homework and clear out the sea of embryonic, wannabe summer trends to crown 2025’s reigning seasonal royalty. To the dismay of some, and the delight of many, many more – the unsung heroes of summerwear. The skinny legends themselves. We need to talk about the power of the humble flip flop.
Offering just the right ratio of foot cleavage, comfort, and funky-looking street style excellence (though if you’re Jonathan Bailey, you can probably pull them off on a red carpet too), the rubber thong has officially graduated to the big leagues. Some might argue the Scandinavian girls have been riding this wave for a while – but the truth is, dear reader, the roots of the trend come from much sunnier shores. Namely, the sun-drenched sands of Rio de Janeiro’s Copacabana beach.
Via @havaianaseurope
Since its inception in the 1960s, rubber flip flops have been the unofficial uniform of Brazilians, with powerhouse Havaianas becoming a national treasure long before it ever stepped onto the international stage. A funny contrast to this writer’s eyes, as a Brazilian expat living in London, witnessing firsthand the global rise of a brand so deeply woven into my childhood memories growing up in South America. The magic lies in the product’s simplicity: a design so unassuming, it dominated for five decades on sheer practicality alone.
Flip flops are a household staple because they just work, a minimalistic foundation for stomping through forty-degree days. But somewhere along the way, we started taking them for granted. Sure, flip flops are still the comfiest option in summerwear down under. But they can be hella cool, too. And fashion-forward. And it seems the mother-brand decided 2025 was the year to state that loud and clear.
How, you ask? Collabs.
Back in April, a month after naming Gigi Hadid as its new global ambassador, Havaianas teamed up with Barcelona-based fashion label Gimaguas to release two limited-edition conceptual designs. Reimagined classics: a skinny black slingback with its sole covered in Gimaguas’ signature metal studs, and the OG thick black thong with the Brazilian flag detail, now adorned with dangling keys. From a brand perspective, the brief was clear: drench the mighty rubber in Kool-Aid by aligning with one of the coolest niche labels in fashion right now.
Would you fry your soles walking on hot sand and pavement in metal-studded flip flops? Maybe. But that wasn’t really the point. The collection wasn’t even for sale – only 150 pairs were made, gifted to friends of the brand and select cultural figures. But then the internet did what it does best. The designs blew up online, reshaping the campaign overnight. Kylie Jenner elected it her official shoes of Eurosummer, TikTok tutorials popped up from fans attempting DIY versions, and suddenly, the flip flop giant found itself at the centre of trend discourse.
The momentum was impeccable. Not long after came the drop of Havaianas’ second collaboration with Dolce & Gabbana, in May – another calculated leap into fashion’s upper ranks. Building on the success of their first collection in June 2024, this second drop leaned into luxury, tapping into D&G’s legacy as a heritage fashion house. Soles were elevated to heel height. Straps were wrapped in raffia and faux fur. Florals and zebra prints covered every inch of rubber real estate. It sold out in minutes, of course.
In the months that followed, Havaianas announced collabs with cool crowds’ favourite accessories label TwoJeys and Amsterdam-born streetwear label Patta. Most recently, the brand hinted at its first-ever 3D-printed pair of flip flops in partnership with footwear tech leader Zellerfeld, set to debut at Copenhagen Fashion Week SS26.
It’s a masterclass in PR, sure – but also proof of how potent brand alignments can be. Havaianas has been steering towards international waters for years, and in the summer of 2025, it firmly cemented its place. Flip flops have stepped off the sand and onto the pavement, thriving in the hustle and bustle of big cities and strutting across international catwalks and red carpets. And let’s be honest – it doesn’t hurt the narrative that people have never been this eager to showcase their toes in the wild for free, no paywall in sight. Now, you let us know when you’re ready to start discussing toe rings…
Words – Sofia Ferreira
