Though Brazilian shower shoe phenomenon Havaianas has hosted pop-up shops in the trendy Meatpacking District for the past few summers (the current one runs through the end of this month), when it came time to finally open a full-time flagship, the brand decided to go for a totally populist location.
This week, the first permanent Havaianas store in New York opens at 1588 Broadway at 48th Street in Times Square. The compact 350 square foot store will naturally feature endless permutations of the brand's famous flip flops in a new format centered around bright, colorful touches and a central display table meant to evoke a Brazilian marketplace. An "Embellish Your Own Havaianas" section will allow customers to individualize their sandals with pins and charms. Given the heavy tourist traffic swirling around it at all times, there's almost no possible way for this store not to be a hit.
Havaianas Hits New York (WWD)