The History of BIRKENSTOCK
One brand that not only beats all the stereotypes but also embraces them, is BIRKENSTOCK. Finding a home as effortlessly on the streets of Fashion Week as in the lounge with a pair of socks, it is no doubt that the brand has stood the test of time- 250 years, to be exact.
Highsnobiety said it best, “the brand has been able to sustain a level of cool most contemporary labels spend their entire existence chasing” and there’s no denying this, with the brand weaving in and out of various subcultures for literally hundreds of years.
BIRKENSTOCK's journey begins in the small German village of Langen-Bergheim. It was there that Johann Adam Birkenstock started crafting flexible insoles for shoes, creating a reputation for comfort and support in footwear. A century on, the brand introduced its first Arizona sandal with the iconic contoured cork in-sole, straps & buckles- a design that became synonymous with the brand. This was the defining moment that laid the footing for Birkenstock's legacy.
Some people say we owe its new life, away from comfort and into the world of ‘statement-fashion pieces’ to the 70’s, 80’s and 90s, which saw a resurgence of interest in BIRKENSTOCK sandals. This was largely driven by their association with the grunge aesthetic and the rise of "ugly" fashion. The anti-fashion sentiment of the '90s perfectly aligned with Birkenstock's unpretentious aesthetic, making it a staple among the fashion-forward.
Irrespective, while BIRKENSTOCK has always been associated with comfort, it wasn't until recently that the brand made its mark in the realm of streetwear. The transformation began with a subtle shift in perception, with the move towards functional, well-made products that have a long shelflife. As with the “dad sneaker,” what was once seen as orthopaedic footwear changed into a symbol of authenticity and effortlessness (but in a fashionable way, of course).
“People decide which products are carried through their life on their own. There is no mechanism or any marketing behind it, it’s a natural process,” says Klaus Baumann, chief sales officer at BIRKENSTOCK. Research has shown that social issues and authenticity are a big deal for younger consumers, and Birkenstock is as authentic as it gets, “the Birkenstock is a genuine product, the real thing. Working with the same principle since 1774… Our clients have taken note. This is the movement.”
In the 2010s, BIRKENSTOCK broke free from subcultures and entered the mainstream, as off-duty celebs and gen-z’s started to wear them to the point where even Urban Outfitters stocked the brand. In most recent years, BIRKENSTOCK’s are seen on any and everyone, in a way that is undeniably cool. With Birkenstock being showcased in 2019's Sole DXB, Kanye West gracing the cover of GQ in a pair of Boston clogs in 2020, the rise in popularity of the shoe during Covid, and now seeing various silhouettes trending all-over Tik Tok, BIRKENSTOCK is possibly the most iconic footwear brand since the dawn of time.
There is also the fact that high-end labels have embraced BIRKENSTOCK. Phoebe Philo debuted fur-clad versions on the SS13 Celine runway, and since then, a number of luxury names have partnered with the brand. There have been collabs with Stussy, Concepts, Rick Owens, and most recently Dior. Now, people are wearing BIRKENSTOCK for style, with the added factor of comfort and functionality.
With streetwear now meaning something different to each individual and with a plethora of different “aesthetics” to embrace, one thing that everyone can agree on is that BIRKENSTOCKS belong in everyone’s closet. Whether choosing the classic Arizona, the beloved Boston, or our personal favourite, the Kyoto, BIRKENSTOCKS are so normal and classic that you can’t not love them!
