A few months ago terms such as NFT, blockchain technology, crypto art and cryptocurrency were unknown to most people. In recent months, however, the virtual art market has experienced an unparalleled boom and the world has been divided between those who have managed to keep up with the times and those who have snubbed the trend. The Golden State Warriors put old memorabilia like NFT up for sale, twitter founder Jack Dorsey auctioned off his first tweet and a virtual house was sold for the first time.
This trend could not fail to resonate in the fashion world and the Brazilian brand Havaianas did not miss this opportunity. 

Two days ago, the leading footwear company presented and auctioned its first virtual NFT collection. Unlike some brands that have made digital footwear to use as filters for Instagram, Havaianas collaborated with an internationally renowned artist to create digital works that would tell the essence of the brand and its products. 

“Our intention was to enter the conversation in an authentic way and art is part of the history of this brand. We have been collaborating with artists and graphic designers for more than 20 years, both as a canvas (through product prints) and in our advertising work, which is recognised and celebrated worldwide. We wanted to tell a story, which is why we thought of Adhemas Batista.” – Fernanda Romano, CMO of Alpargatas.

Adhemas Batista is not a new name for Havaianas, as the Los Angeles-based artist has been working with the brand for years and was responsible for creating one of the key styles that still inspires the company’s designers today.
This time, however, Adhemas has created five digital works that form a true virtual collection that follows the theme “Felicidade”, or “Happiness”, which returns in the titles of each artwork: Happy Feet; A Step to Happiness; Happy Citizen; Happy Spring; Happy Heels.

“My intention is to bring a smile to people’s faces in the midst of this chaotic world. It’s not about fighting chaos, but looking at the positive side and trying to seize opportunities.” – Adhemas Batista. 

But there’s more. After presenting this first NFT drop, yesterday Havaianas auctioned off the works, the proceeds of which will be donated to Favela Galeria, an open-air art gallery in São Paulo, Brazil, where Adhemas himself began his approach to the art world. 

Discover below the 5 works created by Adhemas Batista for Havaianas.