History and success of the flip-flop One of the most controversial urban trends

To inaugurate the start of summer, Havaianas released a collaboration with Dolce&Gabbana. The classic design of the Brazilian brand, with its rubber sole and name prominently displayed on the straps, has embraced the bold style of the Italian luxury brand, featuring animal prints and motifs inspired by Sicilian tradition. The collaboration has become the latest in a trend that emerged on the SS23 runways, which saw flip-flops reassert themselves as the footwear of the moment. Usually relegated to the beach or situations where comfort is preferred, the return of flip-flops reflects a long-standing change, a revolution that moves away from vertical-enhancing shoes in favor of functional models, with a consequent preference for flat shoes, from ballerinas to boat shoes, and ultimately, flip-flops.

The historical origins of flip-flops

In recent years, flip-flops have made a comeback thanks to a growing nostalgia for Y2K fashion. This footwear now offers greater versatility, adapting to contexts ranging from casual to formal. Evidence of this can be seen in collaborations between brands with diverse clientele, such as Havaianas and Dolce&Gabbana. Maria Fernanda Albuquerque, vice president of global marketing at Havaianas' parent company, Alpargatas, stated that the brand is currently riding a new wave of popularity. In the first quarter of 2024 alone, profits increased by 9% and sales by 3%. Contributing to this growth, besides the partnership with Dolce&Gabbana, were also collaborations with brands like Farm Rio and Maison Kitsuné. According to Trendalytics, this year searches for platform flip-flops have increased by 255%, while flip-flops with the so-called kitten heel, or low heel, have seen a 700% growth. Fashion houses that have capitalized on this trend include Chanel, which offered black flip-flops in velvet or cotton and silk with the double C logo in rhinestones, Miu Miu with a leather sandal with a river closure logo and a colorful V-strap, and finally Saint Laurent, with various versions—from suede leather flip-flops with a glittering strap, to leather sandals with a triangular upper and gold medallion, to T-strap sandals with a metal logo. For those nostalgic for last season's rubber sandals, the so-called "cloud sandals," Diesel offered them in black and white. Burberry also reintroduced verticality with a flip-flop featuring a heel, square toe, and a strap with an equestrian motif. Coperni did the same with the wedge and minimal heeled sandals, in shades of white, black, and green.