Brazilian beachwear comes to town
Evening Standard (London), Jul 21, 2006 by DAVID HAYES

THE flip-flop has finally grown up.

Those colourful pieces of moulded rubber were once strictly for under-fives but now you can't walk down the street without spotting a dozen in as many minutes.

Blame it on Havaianas. The Brazilian flip-flop label has achieved the virtually impossible - become a huge worldwide commercial success and still managed to retain a certain amount of credibility.

It all started a few years ago when discerning holidaymakers brought them back from the beach and started wearing them in town instead of the then ubiquitous Birkenstock sandals.

They were soon picked up by niche stores such as Heidi Klein and Urban Outfitters where they quickly sold out.

Soon enterprising souls were even heading off to Brazil with empty suitcases to bring back armfuls of the things and sell them at a healthy profit.
 

At only Pounds 16 for a basic pair they are one of summer's most affordable trends to buy into.

They have been spotted on everyone from Beyonce Knowles to Jools Oliver, Kate Bosworth and Mischa Barton, as well as scores of London girls trying to keep cool in the heatwave.

The hit made by Havaianas has spawned a host of copycats, with stores from Selfridges to Miss Selfridge all stocking a huge range of pretty flip-flops bedecked with beads and sequins, gaudy prints and even, in some cases, kitten heels.

But unless you have a really relaxed work dress code, flip-flops of any kind are best left out of the office.