As the latest 1774 collection drops, we jump into the German brand's archives
In the early 2010s, trend forecasters K-Hole introduced the fashion world to a suffix that, for better or worse, would go on to transform the way we talk about trends. It all started with 'normcore', a comfortable and eminently clone-able aesthetic that drew inspiration from the humdrum stylings of 90s dads.
And during this period, there was a particular piece of footwear that reigned supreme: the Birkenstock sandal. They were everywhere, with or without socks, having managed to step away from the well-worn hippie image it had developed over the latter half of the 20th century . With the help of the growing trend, the affordable Birk soon became a casual staple that appealed to millennials globally.
The 1774 collection is largely to thank for upholding the brand's reputation and fostering the feeling of timelessness around it. The creative arm of the brand regularly delves into the company's history; it’s named after the year Birkenstock was born, and the designers utilise the extensive archives of 250 years of heritage for their often fashion-forward designs. Rummage through the extensive files and you'll quickly find that its renowned arched tread has barely changed.
That is part of the reason why Birkenstock has managed to sustain itself for a couple of centuries . The orthopedically-pleasing insole was first introduced by the founder's great grandson in 1913, after working for over a decade on a version that would also promote foot health. Going against mainstream practises, Konrad Birkenstock created a silhouette that would revolutionise the industry and act as the foundation to what we know today.
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