Brazilian flip-flop brand Havaianas has launched its first Pride global collection to celebrate the LGBTQIA+ community and establish a partnership with All Out, an organisation that acts globally by mobilising civil society and companies to defend the rights of LGBTQIA+ people. The Pride collection comprises of a bodysuit, a street bag, two new sandal styles, and pins. The company will donate 7 per cent of the net sales amount to local and global projects to fight prejudice and support the community, and this collection will become a permanent part of the brand’s portfolio.
The company has also announced actions and initiatives in order to promote equality, including a partnership with All Out. This partnership will ensure that projects and NGOs linked to All Out receive funds to implement its mission, in Brazil and worldwide. This commitment will be continuous, as the Pride line will become part of the regular product line for the brand, providing aid for the institution on an ongoing basis.
The initiatives announced include transferring of funds resulting from product line sales to All Out, a greater size range for more than 20 products by 2021, and several other Havaianas sandal styles, plus a change to the Havaianas e-commerce where, from September, consumers will have the option of choosing their products according to colours, moods and styles, which will no longer be separated by gender.
Until now, the brand had some size restrictions for certain styles and colours as they were deemed more ‘feminine’ – that will change in the coming year. In September, the brand will launch a new website where it will no longer prioritise queries according to gender, breaking the traditional rules of product search.
In a press release shared with CB, Fernanda Romano, CMO of Alpargatas, holder of the Havaianas brand, said, ‘In recent years we have made great strides in terms of diversity in our communication, but we know that this is a long journey. We understand that this change works like a ripple effect, and it is stronger if it is a long-term commitment. By permanently including the Pride line products in our portfolio and expanding our range with sizes that fit more people, Havaianas is committed to continuously celebrating, including, and supporting the community.’
‘In almost 70 countries, it is a crime to be gay. All Out’s mission is to ensure that no one has to sacrifice their freedom or their dignity, their family or their safety, for being who they are or for loving who they love. The partnership with Havaianas will give our work advocating for LGBTQIA+ rights, in Brazil and worldwide, an important boost,’ said Leandro Ramos, All Out regional director for Latin America.