Brazilians Are Not Happy With the ‘Gentrification’ of Havaianas – WWD

Report on Havaianas: Cultural Heritage, Global Markets, and Sustainable Development Implications

Executive Summary

This report analyzes the recent surge in international popularity of the Brazilian footwear brand Havaianas. It examines the resulting cultural discourse through the lens of the United Nations Sustainable Development Goals (SDGs), particularly focusing on issues of inequality, cultural heritage, and sustainable economic practices. The report also assesses the company’s strategic initiatives, including new technologies and market expansion, in the context of global development objectives.

Cultural Significance and Socio-Economic Disparities (SDG 10 & SDG 11)

The international adoption of Havaianas as a high-fashion item has highlighted tensions related to cultural ownership and global inequality, directly engaging with the principles of SDG 10 (Reduced Inequalities) and SDG 11 (Sustainable Cities and Communities).

• Safeguarding Cultural Heritage (SDG 11.4): In Brazil, Havaianas are more than footwear; they are a cultural symbol deeply integrated into the daily life and national identity of the working class since 1962. The recent “Europeanization” of the brand is viewed by many Brazilians as a failure to protect and respect this cultural heritage.
• Addressing Inequalities (SDG 10): The core of the conflict stems from a perceived power imbalance. A product long associated with the Brazilian populace is gaining status only after being validated by European fashion circles. This dynamic reflects broader global inequalities between developed and developing nations. Key points of contention include:

1. The re-appropriation of a working-class staple by global elites, transforming it into a “cool” item without acknowledging its origins.
2. The sentiment that Brazilians have faced negative judgment for the same style choices that are now celebrated when adopted by Europeans.
3. A strong call from Brazilian influencers and citizens for proper attribution and recognition of their nation’s influence on global fashion, advocating for a more equitable cultural exchange.

Industry, Innovation, and Responsible Production (SDG 8, 9, & 12)

Havaianas’ operational and strategic developments reflect key aspects of SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation, and Infrastructure), and SDG 12 (Responsible Consumption and Production).

• Economic Growth and Decent Work (SDG 8): As a major Brazilian brand, Havaianas contributes significantly to the national economy. Its status as an “everyman’s uniform” underscores its accessibility and role in the domestic market, providing a foundation for economic stability.
• Industry and Innovation (SDG 9): The company’s plan to unveil its first 3D-printed model signifies a commitment to industrial innovation. This technological advancement positions the brand at the forefront of modern manufacturing techniques.
• Responsible Consumption and Production (SDG 12): The introduction of 3D printing technology offers a potential pathway toward more sustainable production models. This method could reduce material waste, shorten supply chains, and enable on-demand manufacturing, aligning with the goals of responsible production.

Global Partnerships for Sustainable Growth (SDG 17)

The brand’s expansion strategy relies on international collaborations, which can be assessed through the framework of SDG 17 (Partnerships for the Goals).

• Strategic Alliances: Havaianas has engaged in numerous partnerships to fuel its global reach.
  • Collaborations with international fashion entities like Dolce & Gabbana and public figures such as Gigi Hadid.
  • A new exclusive distribution agreement with The Eastman Group to manage the brand’s presence in the U.S. and Canada, effective for the 2026 season.
• Evaluating Partnerships for the Goals: While these partnerships are crucial for economic growth, the ongoing cultural debate highlights the need for them to be equitable and mutually respectful. For global partnerships to be truly sustainable under SDG 17, they must ensure that cultural recognition and economic benefits are shared fairly, reinforcing the principles of SDG 10 by empowering communities of origin rather than simply extracting cultural capital.

Analysis of Sustainable Development Goals in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

The article touches upon several Sustainable Development Goals (SDGs) by discussing issues of cultural identity, economic expansion, and industrial innovation. The most relevant SDGs identified are:

• SDG 8: Decent Work and Economic Growth – Connected to the international business expansion of the Brazilian company Havaianas.
• SDG 9: Industry, Innovation, and Infrastructure – Highlighted by the company’s adoption of new manufacturing technology.
• SDG 10: Reduced Inequalities – Addressed through the central theme of cultural appropriation and the perceived inequality in how Brazilian culture is valued globally.
• SDG 11: Sustainable Cities and Communities – Relevant through the lens of protecting and safeguarding cultural heritage.

2. What specific targets under those SDGs can be identified based on the article’s content?

Based on the article’s content, the following specific targets can be identified:

1. Target 10.2: “By 2030, empower and promote the social, economic and political inclusion of all, irrespective of… origin… or other status.”
   • Explanation: The frustration expressed by Brazilian influencers is a call for the social and cultural inclusion of their identity on the global fashion stage. They are pushing back against the “Europeanization” of their cultural product, arguing for recognition of its Brazilian origins. Klara Gomes states, “It is more than time to keep Brazil in focus and give proper credit to our influence in the fashion world.”
2. Target 11.4: “Strengthen efforts to protect and safeguard the world’s cultural… heritage.”
   • Explanation: The article portrays Havaianas as more than just footwear; they are a “cultural symbol for Brazilians.” The social media trend initiated by Brazilians is an effort to protect this cultural heritage from being decontextualized. Gomes’s comment that “There is a history and a reason why Havaianas has kept the Brazilian flag in its original design” directly links the product to national cultural heritage that they feel needs safeguarding.
3. Target 9.5: “Enhance scientific research, upgrade the technological capabilities of industrial sectors in all countries…”
   • Explanation: The article explicitly mentions that “Havaianas is also set to unveil its first 3D-printed model.” This represents a direct effort by the company to upgrade its technological capabilities and innovate within its industrial sector.
4. Target 8.a: “Increase Aid for Trade support for developing countries…”
   • Explanation: While not “aid” in the traditional sense, the “exclusive distribution agreement for the brand in the U.S. and Canada with The Eastman Group” is a mechanism that facilitates international trade for a company from a developing country (Brazil). This partnership supports the brand’s economic growth and access to global markets.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

The article does not mention official SDG indicators, but it implies several qualitative and quantitative measures that could be used to track progress:

• Implied Indicator for Target 10.2 & 11.4: Public awareness and discourse on cultural heritage and appropriation.
  • Measurement from the article: The article provides a specific metric for this by noting that influencer Julie Carolina de Castro’s video response “received more than 1.5 million views.” The volume and sentiment of social media content (TikTok videos, captions) serve as a proxy indicator for the public’s engagement with protecting cultural identity.
• Implied Indicator for Target 9.5: Adoption of advanced technologies by industries.
  • Measurement from the article: The planned launch of a “3D-printed model” is a concrete event that indicates progress in technological upgrading. The successful introduction of this product line would be a direct measure of this innovation.
• Implied Indicator for Target 8.a: Number and scope of international trade and distribution agreements.
  • Measurement from the article: The announcement of the “exclusive distribution agreement… in the U.S. and Canada” is a specific instance that can be tracked. The successful implementation of this “new model… in time for the 2026 season” would be a milestone for this indicator.

4. Table of SDGs, Targets, and Indicators

Source: wwd.com