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:
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.
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!
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.
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.
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.