What Is a Jelly Shoe? The Story of the Original Jelly Brand

You recognize it the moment you see it in a shop window: that soft shine, that flexible build and a color like no other shoe. The jelly shoe is worn all over the world today, but its story starts in one place — Brazil, 1979.

It all started with fishermen's sandals

Melissa's first model was inspired by the water-resistant woven sandals worn by fishermen in the south of France. The idea was simple: a lightweight shoe that hugs the foot and doesn't fall apart when it gets wet by the sea. On Brazil's sunny beaches, that idea quickly turned into a fashion object.

Before long, the jelly shoe had become part of a generation's shared memory in Brazil. It still carries the same spirit today: comfortable, playful and built to last.

What is a jelly shoe made of?

The material Melissa uses is called MELFLEX®. Developed exclusively for the brand, it is the source of everything that sets a jelly shoe apart from ordinary plastic:

• Flexible and soft. It takes the shape of your foot and doesn't rub.
• Water-resistant. Wear it in the rain, by the pool, in the sea.
• Durable. With the right care, it lasts for years.
• Recyclable. Because it's a single, simple compound, it's easy to reprocess.

And then there's the famous scent. That sweet bubblegum scent of a Melissa is the brand's signature — you know what you've bought the moment you open the box.

So why vegan?

Since 2017, every Melissa model has been registered with the Vegan Society. No animal-derived ingredients are used, and no product is tested on animals. For anyone looking for an alternative to leather shoes, jelly is an option you can switch to without compromise.

Where is it made?

Every Melissa is made in Brazil, in factories owned by Grendene itself. Production is never outsourced, which means working conditions and quality control are directly guaranteed. All wastewater used in the factories is treated, production has run on 100% renewable energy since 2018, and on average 30% of every shoe is made from recycled factory waste.

If you're curious about the details, we've laid out the numbers on our sustainability page.

Which model should you start with?

If you're new to the world of jelly, three families make a great starting point:

• Ultragirl — the classic ballet flat shape, wearable every day.
• Possession — clean and modern, goes from the office to the evening.
• Cozy — roomy and relaxed, for everyday wear.

You can browse the full range of sandals, platforms, boots and slides on the new arrivals page.

The secret to a long life

The best thing about a jelly shoe is how easy it is to care for: wiping it with warm water and a soft cloth is usually enough. Take a look at our detailed care guide — a few small habits go a long way toward extending the life of your shoes.