Havaianas: How Thongs Became the Unexpected Scandi Fashion Week Favourite
It was only recently that fashion pundits began paying closer attention to Copenhagen fashion week, trading dopamine-driven suspicion of minimalism for a reverence-bordering-obsession with the weirdness of Scandinavia.
More than just Ikea köttbullar, the Nordic nations have a lot to offer in terms of fashion. Subverting trends by rejecting them altogether, they take a truly individual approach to dressing.
While a metropolis such as London might be recognised for its subculture-heavy response to individuality, Copenhagen refuses to acknowledge subcultures at all. They are perhaps the first city to realise that in the 2020s, subcultures are dead, having been absorbed into the micro trends that sweep the internet every few months.
The constant rotation of “what’s in” has reduced the expression of social identity to something that can be touched upon without direct involvement. You can dress punk without having ever been arrested at an illegal basement gig, you can opt for a gypsy look without having twirled around at Woodstock. Modern trends keep us in the orbit of the subculture, without having to fly too close to the sun.
As such, the Danish are reverting to simplicity while fully accepting that most mainstream fashion is imbued with something heavily borrowed from a subcultural movement that was once in the minority. So there's no imitative agenda underscoring Copenhagen fashion week.
Fortunately, you don’t need to take minimalism so seriously, and the Danes definitely don’t. This is probably why thongs have emerged as a fashion week trend there, of all places. Usually, the sight of thongs outside of their sandy context would be enough to make you cower. But once the panic and fear subside, you’ll notice that women in Denmark are giving thongs a clout that they have never before experienced.
Making a slow and steady re-entry since 2018, thongs have become a new Danish standard, along with hygge, colourful houses, and disturbing troll folklore.
Maybe the pinnacle of the wrong shoe theory, the idea of thongs on a fashion week fit seems totally counterintuitive. But having been aestheticised and anthropomorphised into something more than lazy footwear, they have achieved a notoriety usually reserved for Crocs (when worn unironically). Thongs are the flip flops that made it out of the category. Meant to remain in the confines of a gym shower, they’ve been given a name, personality, and a new job – that’s more than most walking-talking humans can hope for.
Glue Store stylist, Sara Santurini, touches upon the wrong shoe theory as a way to get the most out of your wardrobe. Of styling thongs she says, “Keep it polished and stripped back. Remember, fashion is about experimenting and pushing boundaries. Don’t be afraid to use the least likely shoe pairing to take your fit to the next level.”
Havaianas are the OG thongs for you to achieve an aesthetic that is both prostrate to the early 2000s and suitable for now. Emerging from Brazil in the 1960s, the brand made waves in Australia and around the world at the start of the new millennium. Adopted by us, Havaianas now carry with them a uniquely Australian flavour. After all, Australia is just one big beach as far as many foreigners are concerned, if you ignore every building, road, and coal mine.
But how to achieve the Danish girl minimalist look? Santurini says, “Check out First MŚE’s range of tailored suiting and shorts. Misha Urban also has a great range of elevated wardrobe staples that would pare back well with Havis.” Dressing up and then simplifying with thongs is a great way to flip the rule book on its head and immerse yourself in bizarro Scandi dressing. I’m not on my way to work, I’m bicycling along the canals.
Or am I?
Not only that, but simplified footwear leaves room for accessorising. Santurini explains, “Adding a cap is an easy way to add instant style to your outfit, and pairs really well with Havis. That and some gold accessories and sunglasses and you'll look pulled together.” And that’s without the aid of witchcraft.
But if we can learn anything from Scandinavia, it’s that not everything is a battle of wills - a fight between good and evil, dark and light. Just look at Nordic criminal justice. But whether its quality of life or quality of style, the Danish aren’t afraid to set precedent. “Thongs are a response to minimalism and a subtle nod to the comfort of the years of lockdowns. But maximalism has its place too, especially in the digital age we are living in,” Santurini continues, “That’s the beauty of thongs, they have a place in both minimalist and maximalist fashion”.
The more disdain you have for a type of footwear, the more likely it is to comeback as a major trend. But the harder you cling to your demons the stronger they become. Embrace them and be free.
Shop the original Havaianas online and instore at Glue.