The Rise of Birkenstocks in Fashion

The Rise of Birkenstocks in Fashion

Ever wondered what the secret to Birkenstock’s fashion comeback is? I know the thought definitely crossed my mind as I realised my Milano pair were my go-to's for almost every occasion (I'm talking every occasion) - I even wore them to a wedding and I'd do it again!

So I did a little digging to see how a shoe originally created for orthopaedic support made its way into the fashion world, and I've narrowed it down to 5 main factors:

  1. Collaboration with fashion designers:
    Birkenstock has collaborated with a number of high-end fashion designers, including Rick Owens and Proenza Schouler to create limited-edition versions of their iconic sandals. These collaborations helped to elevate the brand's status and appeal to a wider audience.

  2. Embraced by the fashion industry:
    Birkenstock's simple and utilitarian design has been embraced by the fashion industry as a counterpoint to more extravagant and high-fashion footwear. This trend towards "ugly" or "normcore" fashion has helped to increase the appeal of Birkenstocks and we ain't complaining!

  3. Social media:
    It's a no brainer that social media has helped to increase the visibility of Birkenstocks. This exposure has helped to make Birkenstocks more popular among younger generations.

  4. Sustainability:
    Birkenstock's use of sustainable materials, such as cork and natural rubber, has resonated with consumers who are environmentally conscious. The brand's commitment to sustainability has helped to attract a new audience who value eco-friendly products.

  5. Nostalgia:
    Birkenstocks were popular in the 1990s and early 2000s, and their recent resurgence can be attributed in part to a sense of nostalgia among millennials and Gen Z.

So... the secret? A perfect mix of nostalgia, comfort and sustainability.

Back to blog