STORY-TRÅD·teknik
Come Along With Me: havaianas’ Personalization Pop-Up at Hypebeast Cup
havaianas just brought its deep-rooted love for football to NYC’s Hypebeast Cup with an immersive, interactive SoHo pop-up. Making a stop in the Big Apple as tournament celebrations take over the city, the space is a one-stop shop where fans can shop exclusive football-inspired merch and up their footwear rotations. I got the chance to experience what Hypebeast Cup had in store firsthand, and havaianas did not disappoint.Walking into the space feels less like a traditional retail footprint and more like a casual clubhouse dedicated to football’s global community. Look around, and you’ll see clocks displaying global time zones and a jumbo projector lounge area. At the heart of the experience is havaianas’ personalization station, which is backed by an extensive wall of flip-flop colorways to choose from. From classic solid color palettes to the limited-edition Top Nations styles, havaianas lets you curate a style that subtly nods to your team or simply discover a silhouette that connects with your everyday aesthetic. View this post on InstagramA post shared by HYPEBEAST (@hypebeast) The real draw of the brand's presence at the Hypebeast Cup lies in its hands-on approach to personalization. Unique charms—from flags and fruits to shining suns—are available to sift through, providing the space to create a one-of-one piece right on the floor. It is a seamless blend of the brand's recognizable imprint and the highly personal, individual flair that defines modern football fandom. With flip-flops taking over Summer 2026, these decked-out pairs are the ideal complement to vintage sportswear, relaxed jerseys, and easy summer fits.The havaianas pop-up is active for the duration of the Hypebeast Cup. Attendees are encouraged to head to the space to browse the lineup, purchase a pair, and customize their sandals onsite.Hypebeast Cup NY — 430 West Broadway, New York 10012Monday - Saturday 11a- 7pmSunday - 11am - 6pmFourth of July: closed️Click here to view full gallery at Hypebeast