Birkenstock Brand: From German Roots to Fashion Icon

When Margot Robbie swapped her high heels for pink Birkenstocks in this summer’s hit movie “Barbie,” she showcased the transformation of these once-practical sandals into one of the most sought-after fashion items worldwide. Birkenstocks, once seen as unglamorous footwear, have undergone a major glow-up over the years, blending comfort with high-fashion appeal.

Founded over 250 years ago in rural Germany, Birkenstock remained a family-owned business until the majority stake was sold in 2021. This week, the iconic footwear brand is set to take another major step into the global spotlight with an Initial Public Offering (IPO) in New York. The IPO is expected to value the company at a staggering $8.6 billion.

Here are five things you need to know about the beloved Birkenstock brand:

1. From Humble Beginnings in a German Village

Birkenstock’s roots date back to 1774 when Johann Adam Birkenstock worked as a cobbler in Langen-Bergheim, a small village in western Germany. The company started as a family-run business and evolved into a global brand, thanks to its unique focus on orthopedic footwear.

In 1896, Konrad Birkenstock shifted the brand’s focus to comfort, developing contoured insoles designed to support the foot. The idea was revolutionary—footwear designed to promote healthy foot alignment.

Birkenstock sandals began gaining popularity in the U.S. during the 1960s, primarily among hippies who embraced their simple, no-nonsense design as a symbol of anti-fashion. But it wasn’t until the 1990s that Birkenstocks shed their “sock-and-sandal” image and became mainstream, thanks to supermodel Kate Moss, who wore a pair in a high-fashion shoot, making them a must-have item.

Fast forward to 2021, and the company saw a shift in ownership. Birkenstock brothers Alex and Christian sold a majority stake to L Catterton, an equity firm linked to LVMH, and the Arnault family’s investment fund, Financière Agache, for around 4 billion euros. Despite the sale, the brothers still retain a minority stake in the company.

2. The Iconic Arizona and Other Sandal Styles

When you think of Birkenstock, the first image that likely comes to mind is the classic Arizona sandal. Launched in 1973, this two-strap sandal with buckle closures has become synonymous with casual, laid-back style. Its signature cork and latex soles have been a favourite among fashionistas, A-listers, and those who prioritize comfort. The Arizona remains one of the most popular styles worldwide, even as newer versions and variations have entered the market.

However, the Arizona wasn’t the brand’s first success. A decade earlier, Birkenstock released the Madrid, a single-strap sandal known for its minimalist design. Originally called the “gymnastics sandal,” it was designed to exercise foot and leg muscles while walking. This functional design laid the foundation for the brand’s future successes.

Other iconic models include the Gizeh, a thong sandal named after the ancient Egyptian city of Giza. The design nods to the centuries-old history of sandals, blending timeless style with modern comfort.

While Birkenstock has remained true to its roots, focusing mainly on sandals, the brand has expanded its product line over the years. It now offers everything from platform sandals and waterproof versions to clogs, trainers, and even high-end beds. Yes, you read that right—Birkenstock is even in the bedding business!

3. Made (Mostly) in Germany

In an era where many brands have shifted production to countries with lower labour costs, Birkenstock takes pride in keeping its manufacturing local. Approximately 95% of its products are still made in Germany. The company’s headquarters are based in the scenic town of Linz am Rhein, located in western Germany, with multiple production sites across the country.

Birkenstock’s newest factory, located in Pasewalk, eastern Germany, started production in September. The brand employs around 6,200 people worldwide, many of whom work in the company’s German factories, where the focus is on quality and craftsmanship.

4. Celebrity Endorsements and Fashion Collaborations

Birkenstock’s transition from functional footwear to fashion staples didn’t happen overnight. The sandals were long associated with practical comfort, but the past few decades have seen a surge in celebrity endorsements that helped catapult them into the world of high fashion.

Margot Robbie isn’t the only star spotted in Birkenstocks. The Arizona sandal has become a favourite of many celebrities, from singers like Katy Perry and Britney Spears to actresses such as Katie Holmes. These A-listers have helped boost Birkenstock’s image as both stylish and comfortable, making them the go-to footwear for both casual outings and red carpet-events.

Birkenstock has also collaborated with luxury fashion brands such as Valentino, Paco Rabanne, and Celine, which have customized their own exclusive versions of the sandals. These collaborations, combined with celebrity sightings, have cemented Birkenstock’s place in the fashion world.

5. A Commitment to Sustainability

In today’s world, sustainability matters, and Birkenstock has placed environmental responsibility at the core of its production process. The brand emphasizes the use of sustainable materials, such as cork, natural latex, jute, and high-quality leather. These natural elements are used to craft the company’s signature footbeds, which provide the cushioned support Birkenstocks are known for.

For those seeking eco-friendly options, Birkenstock also offers vegan sandals, made entirely from plant-based and synthetic materials. This commitment to sustainable practices extends beyond footwear, as the brand has expanded into skincare products featuring cork oak extract, which is believed to have anti-ageing properties.

By staying true to its principles of quality, comfort, and sustainability, Birkenstock has not only maintained its loyal customer base but has also attracted a new generation of environmentally conscious consumers.

Birkenstock: More Than Just Footwear

Birkenstock’s journey from a small German village to an international fashion sensation is a testament to its timeless appeal and adaptability. What started as orthopaedic footwear has grown into a global brand beloved by fashion icons and everyday consumers alike.

Whether you’re wearing them to the beach, a casual gathering, or even a red carpet event, Birkenstocks are more than just a sandals—they’re a symbol of comfort, style, and sustainability. As the brand steps into the future with its New York IPO, it’s clear that Birkenstock is here to stay.

FAQs