Honoring the legacy,
shaping the future
The creator of modern flip-flops reimagines it with cutting-edge 3D printing, in collaboration with the tech German footwear brand Zellerfeld. The result is the first-ever havaianas design produced with this technology. Tég proudly led the communication strategy for the launch of this legendary feat.
“havaianas — arguably one of
the most popular brands of the year.”
hypebae
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The prelude to innovation
As part of the launch strategy, the first phase of communication focused on building curiosity around the collaboration while keeping its most innovative features under wraps. Rather than revealing the final design, the campaign teased the futuristic silhouette through a blurred mysterious 3D model, wireframes and sketches from the havaianas’ design team. The teaser was co-posted by all havaianas markets and set the stage for anticipation leading up to the official unveiling at Copenhagen Fashion Week.
When Brazilian iconicity
meets German tech
As the creator of modern flip-flops, havaianas reimagines it with cutting-edge 3D printing, in collaboration with Zellerfeld, a technology company reinventing footwear by the development of shoes fully recyclable, monomaterial, stitch-free, and printed-to-order. The result is the first-ever havaianas design produced with this technology. Dabbling in the 3D footwear space for its debut, havaianas’ innovation and design teams have worked closely with Zellerfeld throughout the entire process. A few ideation sessions between the brands guided this innovative collaboration toward a unique printed shape. It embraces havaianas’ signature strap design and the classic rice grain pattern on the sole, now reimagined with a rounded silhouette and a sculpted toe cap.
