The article discusses how Havaianas, a Brazilian flip-flop brand, transformed from being associated with poverty to becoming a fashion accessory. The label's bold shift in strategy led to rebranding and introducing new designs, which appealed to middle- and upper-class Brazilians. This resulted in the brand's popularity among the elite, while still maintaining its appeal to lower-income groups. Havaianas now come in various colors and designs, with prices ranging from $5 to $28.