Sandals on display at the Birkenstock store on October 10, 2023 in Venice, California. (Getty Images)
Like Crocs, Birkenstock sandals faced a lot of resistance from fashionistas in their first few years on the market. Some magazines are now calling the German brand “the new cult clog” or “the anti-fashion sandal that is always in style.”
Contrary to the idea of elegance or sophistication that many shoe brands sell, Birkenstocks are not slim or streamlined; They don’t necessarily look good with formal clothing either. However, very few doubt its comfort, especially since the advent of the barefoot trend or shoes that respect the anatomy of the human foot.
Yes, they may be “ugly,” but Birkenstock never intended to become a fashion icon. The company was founded in 1774 by German shoemaker Johann Adam Birkenstock and remained a family business for centuries, focusing primarily on production a sandal with an orthopedic molded sole This enabled a healthy step and a healthy posture.
$9.2 billion and partnership with the Arnault family
Today, Birkenstock sandals have become another star product of the fashion world, worth more than $9.2 billion when they hit the New York Stock Exchange this week. The German giant said Monday that it plans to price its upcoming initial public offering at $44 to $49 per share, and also said that its debut will add a member of one of the world’s richest families to its board becomes: Alexandre Arnault, the 31-year-old son of LVMH chairman Bernard Arnault.
Birkenstocks have become another star product in the fashion world, valued at more than $9.2 billion at the time of listing on the New York Stock Exchange. (Getty)
According to DailyMail, Birkenstock shoes have grown in popularity and sales in recent years, and demand continued to grow after the shoes were featured in the film “Barbie,” starring Margot Robbie. These days they’re more likely to be worn by a supermodel or a Hollywood star than a middle-aged bohemian man: simple They became an ambitious style overnight.
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How Birkenstocks came about
In 1896, Johann Adam Birkenstock’s great-great-grandson added a cork insole (later copied by other brands), elk leather for the straps, and contoured jute to the original design. Then, in the 1960s, a German couturier living in California visited his homeland and brought the sandals back to the United States.
They were considered too ugly for shoe stores and, due to their hippie aesthetic, often ended up next to the cereal section of health food stores. And they stayed there until 1990 Kate Moss, a then 16-year-old model from Croydon, wore them on one of her first photo shoots. Then they became a grunge icon.
Elise Seitz wears Birkenstock Arizona sandals. Sales of high heels fell 71% in 2020 (Getty Images)
In 2013, Phoebe Philo, director of French fashion house Celine, produced a fur-lined version similar to the Birkenstock. and it sold for almost $500.. A few seasons later, Givenchy did the same.
Little by little, they gained traction among celebrities with an alternative flair. In 2019, nearly 24 million pairs were sold in more than 100 countries. Their reputation as sandals for unkempt people finally died when celebrities like Gwyneth Paltrow, Sienna Miller, Julianne Moore, Reese Witherspoon and Kendall Jenner started wearing them during the pandemic.
Intelligent collaboration
In 2021, the company partnered with L Catterton, a private equity group co-owned by Bernard Arnault, which operates a fashion label that includes Dior, Louis Vuitton and Celine. This meant the path to success was practically assured.
Celebrity stylist Rochelle White previously told the Mail that Birkenstocks’ positive response was due to the growing popularity of loungewear. “I think it’s a natural evolution of this type of shoe. Sales of high heels fell 71% in 2020“.
“This type of footwear can be adapted to the person due to its simplicity. From summery and flowy dresses to jeans and sweaters, they are perfect for whatever age and style you want to achieve,” White added.
Birkenstock commissioned students from Central Saint Martins art school in London to redesign some of its classic styles. (Getty Images)
Many also point to a six-generation family history of smart marketing and collaborations. In 2018, Birkenstock hired students from Central Saint Martins art school in London to redesign some of its classic styles.
He then met with select fashion houses to reinterpret these styles, the Boston clog and the Arizona. Rick Owens, Valentino and Proenza Schouler produced their respective performances. Collaborations with Manolo Blahnik, Stussy, Jil Sander and Dior followed.