Got this article from yehey.com 
Thanks for letting me re-post it here, Kankan! Nice article by Cheekie 
Special mention ang Havies opkors! 
Read on gelzzz...
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Havaianas fever hits Powerplant Mall
By: Cheekie Albay
Summer is the time for tan lines, swimsuits, beaches… and flip-flops! No self-respecting girl would greet the summer without getting herself a pair of rubber slippers. And to usher in the summer in fun and comfy style, Havaianas, the Philippines’ leading imported flip-flop brand, holds “Make Your Own Havaianas,” an event that lets you discerning fashionistas design your own summer footwear.
The event kicked off on March 22 at the North Court of Powerplant Mall in Rockwell, Makati. Even though it was a Thursday, hordes of Havaianas-hungry women showed up at the venue like bees to honey. Males were also in attendance, as well as kids, middle-aged women, students in their school uniforms, and office employees on lunch break (or sneaking out of work). From glamorous socialites to trendy fashionistas to moms, plain Janes, and even metrosexuals, everyone was busy examining the different displays of Havaianas soles and straps in varying colors: dark brown, navy blue, black, magenta, gold, silver, royal blue, cyanic blue, tomato, white, forest green, pumpkin, blush rose, and lavender blue. Straps came in magenta, silver, gold, tomato, blush rose, cyanic blue, white, pumpkin, dark brown, forest green, royal blue, black, bronze, and navy blue. You can choose your own sole and strap combo for Php795; for an additional Php50, you can top off your Havs with a pin or Swarovski crystals of your picking. Different pin designs are flower, Filipinas, Brasil, silver slipper, gold slipper, palm tree, silver star, gold star, and skull. Swarovski studs come in crystal, sapphire, and light rose. A lot of the customers came to the site in their Havs, and a lot of them went home with more than one spanking new pair of Havs to add to their collections.
It’s amazing how Havaianas achieved such a cult following in the country. Before Havaianas invaded the country, flip-flops were already gaining popularity in places like Brazil, Spain, Australia, and the US. Anne Arcenas-Gonzales of Terry SA (the company responsible for bringing Havaianas to the Philippines) says that since the use of rubber slippers is common to Filipinos, she perceived that there would be a ready market for Havaianas here. When the brand was introduced to the Philippines in November 2003, the pricey flip-flops were actually considered a status symbol in this country where rubber slippers come cheap (anything over a hundred bucks is downright extortion). More than three years since its Philippine debut, Havaianas are still expensive compared to the department store variety, but they have changed considerably over time to accommodate the needs of customers. When Havaianas first came out, they were considered a fashion item in the domain of females alone. Now, there’s a Havaianas pair for different kinds of people: toddlers and kids wear them, men wear them (gay and straight alike), and they’ve even penetrated the geriatric market. Furthermore, Havaianas has greatly expanded; from being sold only as consignment at a handful of retail stores in Metro Manila in 2003, Havaianas is now sold nationwide. All Flip-flops, a store dedicated to nothing but Havaianas, has the distinction of having a bouncer and even a velvet rope to keep rabid Havaianas addicts in line. Anne says that they listen to their customers to find out what they want in their Havaianas, that’s why the brand continues to evolve by offering their markets more choices and improvements. “Make Your Own Havaianas” is a prime example of how the company keeps coming up with ways to make the brand appealing to the flip-flop saturated market. But what will remain constant no matter what makeovers Havaianas undergoes is the flexibility, grip, and comfort that has made Havaianas not just a flimsy fashion trend but a dependable and durable footwear essential that will last for years to come.
Some Havaianas buyers in the country have gone so far as to create a virtual community of Havaianas addicts. The Havaianas Junkies, or “Havies” for short, have collections that range from at least 30 pairs to a whopping 250. They admit that due to the sheer volume of Havs they own, they don’t get to wear each and every pair; however, collecting Havs has become a hobby for them, much like stamp-collecting or record-collecting. The Havies met each other at an online forum and have become good friends since then, their connection going beyond a common love for Havaianas. As a testament of their loyalty to the brand, a small contingent of Havies arrived at the Powerplant Mall at 9:00 a.m. on the first day of “Make Your Own Havaianas,” two hours before the mall’s opening. If that doesn’t spell dedication, I don’t know what does.
It looks like we’ll be seeing more of Havaianas in the years to come. Anne admits that she has been asked in previous years if she thinks the Havaianas phenomenon is here to stay or if it’s just a passing trend. Apparently, the flip-flop craze has not only planted itself firmly in the ever-changing fashion landscape, it has multiplied in number, reach, and variety. Local manufacturers, small businesses and national retailers alike, have discovered that flip-flops are a lucrative area to explore. In addition, more and more foreign flip-flop brands have washed up on our shores. Anne says that they at Havaianas are not worried about this current deluge of competition. In fact, Havaianas has benefited from this because the abundance of flip-flop brands has brought more attention to the industry as a whole. And with more kinds to choose from, buyers have a chance to compare the different varieties to see which one they like the most. Judging from the brand’s steady popularity, I’m guessing the consumers have found that Havaianas is still tops.
Havaianas can be credited for elevating the rubber slipper’s reputation from lowly provincial tsinelas to must-have fashion item. We’ll definitely be seeing more of Havaianas in the future… but you will only get a chance to see your very own customized Havs until March 26, which is the last day of “Make Your Own Havaianas.” So if you want to strut into summer with brand new custom-made Havs, go get your pair now while supplies last! Or else the Havies will beat you to it. 
