Launching this Wednesday 3rd August is the new and innovative Havaianas collaboration, who have partnered with MARKET, the cult LA-based streetwear brand, bringing together two bold and dynamic brands which complement each other in both style, technology and innovation.
In an industry first the flips flops will feature a thermo-reactive surface, a technology that allows the design to change from black to red when exposed to heat. The eccentric design was inspired by MARKET Creative Director and Founder, Mike Cherman’s trip to Havaianas headquarters in Brazil, he was struck by the heat and just how hot the sand can get on the beaches of Brazil, so conceptualized the thermo-reactive design as a way to communicate this to the wearer.
The collection innovates on two of Havaianas’ most popular models – the TOP and the TRADI ZORI. They will be available on Market’s and Havaianas own e-commerce sites and in select retail sites worldwide.
MARKET was founded by Mike Cherman, who got his professional start with a guerilla campaign that caught the attention of sneaker industry god Jeff Staple and briefly landed him in jail. Cherman went on to design the KITH logo, hone his skills at Nike’s 255 Custom Lab and launch cult streetwear brand ICNY. MARKET has attracted top collaborators like Converse, Puma, Lacoste and Cole Haan and celebrity fans that include Erykah Badu, YG, Jay-Z and LeBron James.
