Waves, a popular fashion brand, started with a simple idea to elevate flip-flops from bathroom wear to a fashion statement. Today, it stands out for its innovative designs and commitment to sustainability, expanding beyond flip-flops to a full range of beachwear and accessories, and leading the charge in eco-friendly fashion. Founder of Waves Dilshan Rajapaksa says that despite initial hurdles, the brand relaunched in 2014 has now transformed into an international brand.
Can you take us through the conception and journey of Waves?
I joined DSI Group at a time when flip-flops were mainly used as bathroom slippers in Sri Lanka, and the company only produced basic flip-flops. Seeing an opportunity, I proposed introducing high-quality, stylish flip-flops made from premium natural rubber. In 2007, I developed the concept of Waves as a premium quality flip-flop range to change the perception of flip-flops in Sri Lanka and pitched the idea, but it was initially rejected due to high pricing. However, after a lot of convincing, I was able to get retail space in 3 showrooms where we were able to sell out the first production of 1,150 pairs in just two weeks.
This success marked the beginning of a seven-year journey that changed the perception of rubber slippers in Sri Lanka. In 2014, given the success within the local market, the decision was made to relaunch the brand to better align with the global context.
Can you share the key milestones and achievements of the Waves flip-flops over the past ten years? How has the brand evolved during this period?
In November 2014, we relaunched with a fresh identity, brand, and story to take Waves global. We introduced 32 unique and colourful designs, including fashionable prints for both men and women, all created in-house to reflect a vibrant, youthful style. Our domestic success led to international expansion, with the official launch in Dubai in 2016. In 2018, we opened our first concept store in Marino Mall, featuring the new “Make Your Own” flip-flop customization concept.
By 2019, Waves was officially certified as an eco-friendly, sustainable product (FSC, Vegan), and we diversified into beach clothing and accessories. Our accolades include Innovative Brand of the Year (2016), Export Brand of the Year (2019), and Green Brand of the Year (2020). Today, Waves is present in 10 countries, with eight concept stores locally. In 2023, we celebrated a major milestone by opening our first concept store in Dubai’s Deira City Centre, becoming the first Sri Lankan flip-flop brand to go global.
Waves started with flip-flops and has since expanded to include clothing and other accessories. Can you provide an overview of the current product range and explain how these additions align with the overall brand vision?
We expanded our product line beyond flip-flops to include beachwear, beach bags, sunglasses, bottles, and headwear. Our new “Make Your Own” concept allows customers to customize their own flip-flops, adding a personal touch to their beach essentials. This strategic move aligns with our vision to create a comprehensive beach brand, offering everything one needs for a perfect beach day. Each product is crafted with a commitment to sustainability, ensuring eco-friendly materials and practices throughout our range. By broadening our offerings, we aim to provide a one-stop shop for stylish and environmentally conscious beachgoers.
Waves is recognized as the number one premium flip-flop brand in the local market. What strategies and initiatives were crucial in building and maintaining this leadership position?
Waves has earned its spot as the top premium flip-flop brand in the local market through a blend of innovation, quality, and customer focus. Key strategies include using high-quality, durable materials and incorporating trendy, eye-catching designs. Our commitment to sustainability resonates with eco-conscious consumers, while our targeted marketing campaigns and strong retail partnerships ensure widespread visibility and availability. Additionally, we prioritize excellent customer service, listening to feedback and continuously improving our products. These initiatives collectively contribute to Waves’ leadership and enduring popularity in the market.
Sustainability is a key focus for Waves. Can you elaborate on the sustainable practices incorporated in the production process and how the brand ensures its products are environmentally friendly?
Sustainability is a key initiative for us. We use FSC-certified natural rubber from responsibly managed plantations and ensure our packaging and stores are plastic-free, offering biodegradable and compostable alternatives. All products are vegan, cruelty-free, and free from hazardous chemicals. We also operate our own flip-flop recycling initiative through Project Waves. This approach minimizes our environmental impact while maintaining high quality. By adopting these sustainable practices, we show our commitment to eco-friendly products and aim to lead in sustainable fashion, inspiring others to follow.
As Waves continues to expand globally, how has the brand been received in international markets? Additionally, how does Waves compete with well-established international brands in terms of quality, design, and sustainability? Our international distributors are actual users of our products and they have fallen in love with the product, brand, and story, sharing our commitment to sustainability. Breaking into the global market is tough with established brands like Havaianas, Reef, Roxy, and Billabong dominating. While establishing ourselves as a new brand has been challenging, our focus on sustainability and high-quality products sets us apart. Unlike many well-known brands, which use synthetic materials, our products are made from natural rubber, reinforcing our dedication to eco-friendly practices.
As the founder of the Waves brand, what is the message for the Sri Lankan youth?
To Sri Lankan youth: Embrace innovation and creativity. Your creativity can drive change and create a positive impact. Believe in your ideas and commit to quality and responsibility. With determination and passion, you can transform challenges into opportunities and make a meaningful difference in the world.