A true original

By Dinna Chan Vasquez

They are the hottest imports from Brazil and we?re not talking about that country?s models, who have taken Philippine runways by storm.

Havaianas flip flops have changed the way Filipinos look at and wear flip flops, which were traditionally donned at home or the beach. These days, Havaianas, a brand name used for practically every brand of rubber slippers like the way we refer to toothpaste as Colgate and refrigerator as Frigidaire, is donned everywhere?from the office to the mall.

Havaianas was created in 1962 for the beach-loving, easy-going and confident mindset of a tropical culture. Combining the carefree aesthetic of Hawaii and the minimalist look of Japan, Sao Paulo Alpargatas reinvented the Japanese straw slipper called Zori using a secret 100-percent rubber formula.

By 1965, 1,000 pairs of Havaianas flip flops were being sold in Brazil everyday. Today, the numbers are even more staggering and not just in Brazil. Havaianas are worn by celebrities, students, mothers and even toddlers from Los Angeles to Manila. To date, over 1 billion pairs of Havaianas flip flops have been sold worldwide.

Havaianas Top is a monochromatic style anchored on the brand?s heritage of simplicity, quality and durability. This was introduced to the public in eight colors and years later, it would revolutionize footwear from the beach to the street to the catwalk.

With celebrities like David Beckham, Nicole Richie and Jennifer Aniston; designers like Michael Kors and Christian Loubutin and even royalty like Queen Silvia of Sweden wearing Havaianas, the brand is now an international symbol of bohemian chic and fashion diversity.

Havaianas is available in over 80 countries but every pair is still produced in a single factory in Brazil using the same closely-guarded secret rubber formula.

Of course, when you are a globally popular brand, imitators and copycats cannot be far behind. In the Philippines, we see Havana and Hawaiianas flip flops on the streets alongside the original. But those who love Havaianas for combining substance and style will always go for the original.

?Havaianas is a brand that prides itself on its integrity and originality,? says Anne Gonzales, managing director for Terry S.A., the exclusive distributor of Havaianas in the Philippines, during the launch of the brand?s partnership with Rock Ed, a youth-oriented, non-profit organization that encourages and supports alternative education, at North Court of Rockwell Power Plant Mall.

?We are making a stand for the same values that allowed Havaianas to become what it is today,? says Gonzalez.

Terry S.A. asked the guests during the launch, ?Are You Original?? and donated P470 for every pledge made for originality in support of Rock Ed?s Original Project, which aims to encourage socio-civic support from the youth.

Event hosts Iya Villania and DJ Mo, who wore Havaianas Original footwear, went around the venue asking guests why they thought they were original. The invitees had their pictures taken and the images with captions on the individual?s originality were posted on a wall.

Havaianas brand manager Amiel de Leon says the amount of P470 is based on the age of Havaianas.

?The campaign was launched to support the value of being original in the midst of posers and copycats. We want the public embrace their originality and shun counterfeits,? he says.

?Rock Ed is an organization that nurtures original thinkers and empowers the youth to make a difference, which is why we wanted to support this particular initiative that basically gives kids a blank canvas to think of original ways on how to make a difference,? says Gonzalez.

Rock Ed founder Gang Badoy says there are many socio-civic initiatives but art is a universal language especially appreciated by young people.

?We wanted to empower them to make a difference within a sphere that they love, like music, film and art, and the more original they are with it, the better,? she adds.

Those interested in receiving the grant may send their original project ideas to myidea@rockedphilippines.org on or before April 4, 2009. The grant is open to individuals or groups aged 13 to 32 years old. Project ideas must be youth-oriented and targeted and will be judged on originality, relevance, impact on the intended beneficiary and the votes they will garner on the Multiply site. Gonzalez and Badoy will serve as judges.

There will be multiple recipients of the grants from the high school, college and professional divisions. The amount to be granted will be determined by the number of people who pledged their originality during the launch.