Sole Mates: How Birkenstocks Became the It-Shoe of the Fashion World
By Alice Almeida
designers develop new shoe styles every season, however, these German sandals never seem to go away. What's their secret?
First, let's start with basic information on the shoe. Birkenstock was founded by Johann Adam Birkenstock in 1774 in Germany. The company's goal was to create a shoe that supports and contours the foot, allowing anyone to walk all day without getting tired. This contrasts with most shoes at the time in Europe that had flat soles. In 1896 a key component of the shoe was developed: the flexible footbed insole. By 1925 Birkenstocks were being sold all over Europe. In 1966 Margot Fraser brought the first pair of Birkenstocks to America. They first started being sold in health stores and in the 1970s started being associated with hippies.
Now that the history part is done, let's take a look at what makes so many people obsessed with the shoe. Birkenstocks are comfortable, can be matched with any color, and fit most occasions. Even if Birkenstock has been around for almost 250 years (yes!) it does not let itself get lost in time. To honor its history and classic models this past season the German brand released a new line. 'Manchester Cloth' takes after the classic model, but looks at street and sportswear for inspiration. The brand has been exploring functionality and avant-garde styles of late.
Is this Birkenstock's secret? It uses its classic model, which values comfort, but adds an edge to make it appealing for younger generations. The new shoes include textured ridges inspired by corduroy fabric that's very prevalent this season.
Birkenstock also invests a lot of time in its marketing. The photoshoot for this season's collection took place in a warehouse known in New York for its raves. This idea embodies a new generation of Birkenstock clients, allowing the brand to pass from generation to generation.
Birkenstock in The Barbie Movie
Birkenstock also made headlines for its appearance in the Barbie movie. When Barbie has to choose between staying in Barbie Land or going to the real world two shoes are offered to her: pink high heels or a pair of brown Birkenstocks. This is what the movie director chose to represent the "real world", giving the German company an important position in our society. Birkenstock stated that they had no association with the movie and that "For Birkenstock, this is another moment where our brand is recognized for the real comfort our shoes provide and our cultural relevance.” It added: "For decades, Birkenstock has attracted independent thinkers and transcended prevailing style norms."
Birkenstock has gone from a shoe associated with hippies to a mainstream footwear staple. The brand was initially known for quality, utility, and comfort and has grown to have a place in pop culture. This transformation includes collaborations with luxury houses such as Dior, Rick Owens, and Givenchy. However, regardless of what developments Birkenstock makes, their number one goal remains to make comfortable shoes for their clients.
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