“Rethinking Footwear, Redefining Aesthetics”, produced by T Brand Studio, documents the journey of BIRKENSTOCK from the controversial introduction of its groundbreaking sandal in 1963 through to its contemporary appeal in the style industry.
LINZ, Germany, Nov. 21, 2022 /PRNewswire/ —Â The third installment of “Ugly for a Reason”, the ambitious three-part BIRKENSTOCK video documentary spotlighting the importance of foot health, has been released. “Rethinking Footwear, Redefining Aesthetics” builds upon the series’ first episodes, which grounded the audience within the importance of getting healthy feet. Episode Three explores how the brand’s first orthopedic sandal, the Madrid, shook up the footwear industry and laid the groundwork for putting foot health on the worldwide fashion agenda. Produced by T Brand, the content studio of Recent York Time Promoting, the ad campaign is accessible on NYTIMES.COM, BIRKENSTOCK.COMÂ and all other online channels of the enduring brand and inventor of the footbed.
Bringing the story behind BIRKENSTOCK’s modern success to life “Rethinking Footwear, Redefining Aesthetics” draws upon the voices of celebrated fashion industry members and authoritative historians. Featuring Kristina Blahnik, CEO of Manolo Blahnik, Italian designer Stefano Pilati and Fabio Piras, Course Director MA Fashion at Central Saint Martins, the story of how – as Pilati puts it – “once you consider a sandal, you think that of BIRKENSTOCK” got here to be, is revealed. The orthopedic roots of the corporate, plays a key role on this success and German fashion journalist and curator Nike Breyer recounts the story of the launch of the Madrid sandals on the Düsseldorf Shoe Fair in 1963. At this point Karl Birkenstock released a design that he himself says made him a “laughingÂstock” on the industry event. After all, BIRKENSTOCK, now a number one force in orthopedic footwear and a design giant in in the style industry, had the last laugh – as this short film profiles.
Oliver Reichert, CEO of the BIRKENSTOCK Group says that the third episode of “Ugly for a Reason” outlines how the aim of the brand – to offer the world with footbeds that gives a most natural way of walking – has been integral to its success. “When Karl Birkenstock introduced the sandal in 1963, he was far ahead of his time, but his brave ambition to offer a shoe that basically supported the human body paid off,” Reichert explains. “Today the name BIRKENSTOCK is synonymous with foot health and the footbed at our sandal’s core has grow to be a triumph in the style and footwear industry. We’re delighted that T Brand Studio has helped us bring the story behind BIRKENSTOCK’s design to the Recent York Times’s international audience.”
Links:
https://www.nytimes.com/paidpost/birkenstock/rethinking-footwear-redefining-aesthetics.html
https://www.birkenstock.com/us/ugly-for-a-reason/
ABOUT BIRKENSTOCK
BIRKENSTOCK is a world lifestyle brand with a heritage in iconic footwear, rooted within the creation of the BIRKENSTOCK footbed. The brand that may be traced so far as 1774 is guided by the notion of quality and performance in all its actions and across all categories. The concept of all-round wellbeing is developed into footwear, sleeping systems and natural cosmetics, increasingly translating the approach to life vision of the brand heritage.
With around 5,500 employees worldwide, this traditional, sixth-generation family-run business can be certainly one of the German footwear industry’s biggest employers. BIRKENSTOCK was already using the term “footbed” within the 1910s, giving it the meaning which is often understood by consumers everywhere in the world to at the present time – as a synonym for outstanding comfort when walking and standing. By the early Seventies, BIRKENSTOCK had grow to be a world player. Since 2021, the corporate is majority owned by L Catterton, the world’s largest growth investor focused on the buyer goods industry, and Financière Agache, a holding company controlled by Agache, the holding company of the Arnault family.
Manufactured in Germany, the sandals are sold in greater than 100 countries on all continents. BIRKENSTOCK also has a growing range of closed shoes, kid’s shoes, and occupational footwear, in addition to specialist products for orthopedic retailers, socks, bags, and belts. In 2017, BIRKENSTOCK added sleep systems and natural cosmetics (BIRKENSTOCK NATURAL SKIN CARE) to its portfolio of products. BIRKENSTOCK has 16 sites in Germany, within the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, and Saxony. The long-standing enterprise also operates its own sales offices in america and Canada in addition to in Brazil, China, Singapore, Japan, Denmark, Poland, Switzerland, Sweden, Spain, the United Kingdom, France, Norway, Dubai and India.
Birkenstock Group B.V. & Co. KG
Burg Ockenfels, Linz, Germany
For further information, please visit www.birkenstock-group.com
You could find our online shop at www.birkenstock.com
Logo – https://mma.prnewswire.com/media/1952209/BIRKENSTOCK_Logo.jpg
SOURCE Birkenstock Group B.V. & Co. KG
