COLLABORATES WITH YOHANI AS BRAND PARTNER

The Waves footwear brand continues to strengthen its positioning as an iconic Sri Lankan brand that celebrates fashion and youthful exuberance through its distinctive product offering and innovative marketing efforts. Creating a buzz in recent days, Waves has named Yohani, the trendsetting pop sensation, its brand partner for upcoming advertising campaigns.

This strategic partnership was announced soon after the breakthrough success of the Show Your Two Colours campaign by Waves, which sparked a viral social media trend involving over 50 social media influencers.

The trend gained traction when Yohani was spotted wearing two coloured footwear, and succeeded in driving the personalisation of Waves flip-flops by combining colours and accessories, to showcase individualisation and personal preference.

“We have seen great synergy between the Waves brand and Yohani given the common values that the two stand for, and the organic success of our past collaborations with her and her team. As a partner to the Waves brand, Yohani will be an integral part of our future efforts to reach the youth through our products and an icon of inspiration for how we interact with our core demographic,” states Oshini Jayasuriya – Brand Manager for Waves – commenting on the significance of the partnership.

The partnership is also an exciting new look at the potential for artistes to engage with brands in ways that truly influence and drive behaviour among target audiences that share mutual values of fashionability and personal expression.

The brand offers a wide range of products that focus on a colourful beach ambience. Its new range of resort wear is made from 100 percent recycled PET plastics, which enhances its eco-friendliness quotient. The product range includes attractive and vibrant beach cover ups to lounge around in.

The Waves offering features a wide range of new flip-flops for ladies, men and children with the exclusive new Jewel collection, which can be customised to customers’ tastes with a variety of attractive designs. The luxe Jewel collection enables customers to select the embellishments for their flip-flops, be they casual or formal.

This product line manufactured and marketed by Waves is a sustainable, vegan, eco-friendly and fashionable flip-flop collection, drawing inspiration from the breathtaking natural beauty of Sri Lanka. The collection achieves a harmonious balance between the tranquillity of the coastal lifestyle and sophistication of urban glamour, with Sri Lanka serving as both muse and backdrop.

Crafted exclusively from authentic Forest Stewardship Council (FSC) certified Sri Lankan natural rubber sourced from the island’s fertile slopes, Waves’ flip-flops undergo a meticulous production process to meet the highest environmental standards.

Going from strength to strength, Waves launched its largest concept store at the newly opened Havelock City Mall, becoming one of the prime retail destinations at the spanking new retail paradise. The brand’s philosophy of ‘when you wear a pair of Waves, you stand to preserve the growth of the pristine and preserve it for tomorrow’ is evident in every aspect of the concept store.

Its presence in diverse global markets cements the brand’s credentials while also making Sri Lanka proud by being a homegrown brand that is accepted internationally. Waves has expanded its wings beyond borders to entrench its presence in global markets including Australia, England, Germany, Switzerland, the US, Seychelles, French Polynesia, the Maldives, Qatar, Greece and Uruguay.

The brand aims to continue establishing its footprint in new markets to enhance its global presence as its unique story as a sustainable brand takes root in global communities.

The strategic announcement by Waves to anoint Yohani its brand partner is expected to contribute to bringing the youth closer to the brand, playing the role of a conduit that enables a two-way dialogue between Waves and its audience through a variety of channels including social media. The past mutual success enjoyed by both parties through their joint synergy is expected to guide the way for the future.

– Compiled by Yamini Sequeira
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