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Havaianas releases pride collection and agrees to stop labelling products by gender

Tom Shearsmith
30 June 2020

Havaianas has launched a line of rainbow products to celebrate pride month, in addition to taking on commitments and actions to promote equality worldwide.

The Pride collection, comprised of a bodysuit, street bag, two new sandal styles and pins, will donate 7% of the net sales amount to local and global projects to fight prejudice and support the LGBTQ+ community, and will become a permanent part of the brands portfolio. 

For each Pride line product sold, 7% of the net income will go to All Out, an organisation that advocates for love and equality. As the Pride line will become part of the regular product line for the brand, it will provide aid for the institution on an ongoing basis.

September will also see an innovative change to the Havaianas e-commerce where consumers will have the option of choosing their products according to colours, mood, and styles, as they will no longer be separated by gender, which the brand is calling a "gender revolution in e-commerce."

Until now, as result of demand, the brand had some size restrictions for certain styles and colours that were deemed more "feminine", with more than 20 styles to include extended sizes shortly.

Some of the main and best-selling products that are desired by many people, will have bigger styles for the most varied foot sizes; Slim Family, Slim Glitter, Top Disney, and others, will be available as of July in the brand's stores and e-commerce.

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."

Leandro Ramos, All Out Regional Director for Latin America, added: “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 worldwide an important boost"

Many fashion brands have continued to show their support for the LGBTQ+ community during Pride Month, despite no clear season of queer events to target their product to.

Throughout Pride Month 2020, is proud to be showcasing the brands who continue to support the LGBTQ+ community by releasing collections, donating funds and breaking down barriers in fashion.

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