In this world of fashion cycles, Birkenstock has taken a unique stand, outlasting the fads for more than two and a half centuries. In 2024, the iconic house has marked an important milestone: 250 years of craftsmanship, tradition, and innovation. Birkenstock, which holds a very long and storied history dating from 1774, is not only a global brand that symbolises quality, comfort, and style but has also hugely impacted the fashion culture of the world. This is, after all, a moment in time to look back to the history it has so beautifully blended heritage with modern style while still paying homage to its glorious past.
As part of the global celebrations, Birkenstock hosted a spectacular celebration in India. Archives with the history of the brand and the unveiling of new collections revealed how Birkenstock has managed to remain as a timeless classic yet in stride with the times. It was not an ordinary exhibition of the products nor just a presentation of information; it had been a time travel from the origins of the legendary footbed to the latest innovations in design. “WALK THIS WAY” was the showstopper, an exhibition by photographer Henry Leutwyler, that threw up front and centre the rich history and milestones of Birkenstock. From the story of craftsmanship and durability to the journey of the brand over centuries, stunning visuals brought everything alive through Leutwyler. All the way from Germany, the exhibition touched Indian soil, marking the influence of the brand as something that has only just begun to grow.
The event also provided the audience with a rare opportunity to view the original Arizona sandals co-founder of the company Steve Jobs used to wear to epitomise the timeless appeal of the brand across all walks of life. Arizona shoes have themselves become a cult icon and Jobs’ particular pair being put on public view for the first time ever in India added a tinge of nostalgia and prestige to the event.
The new Fall-Winter 2024 had just broken off the seams; more gleaming new colors, updated materials, and chic buckles did indeed catch the attention of fashion enthusiasts everywhere. Still, all of these graces did not detract from Birkenstock’s promise of making comfortable footwear a style statement. The guests were brimming with enthusiasm, formally dressed up and looking fashion forward. Yet, Behram Sigonporia, Devansh Kamboj, Jeeva Joseph, Aparna Thomas, Nandith Jaisimha, Aditya Bhalla, Nilu Thapa, Sahithya Jagannathan and Zohara Jamal were the showstoppers at the 250 years of celebration of Birkenstock held at JW Marriott, Bengaluru. Then was the show of Sand Art, etching perfectly all the key moments in this 250-year history of the brand. This art form reflects the fluidity and resilience within Birkenstock’s journey, leaving the audience to marvel at the intricate craft spanning centuries.
The landmark moment of the celebrations was the launching of the huge book, “THE BOOK OF BIRKENSTOCK”, with a rich look into the brand’s visual archives – marketing materials never seen before, fan snaps, and more historical campaigns. The aficionados and the fashion historians will love the tome: 688 pages of global cultural impact Birkenstock has represented through the years, all designed by Bureau Borsche.
To further this luxury book, Birkenstock also launched a digital brand encyclopaedia that was now accessible to the global audience with the richness of the archival content. It is an innovative platform that features more than 600 archival images, coupled with well-crafted narratives that immerse both brand enthusiasts and newcomers alike in a world filled with stories related to VIP sightings, movie appearances, and fashion editorials that just celebrate the deep-rooted influence Birkenstock holds in popular culture.
The event in India not only spoke of 250 years of craftsmanship but even more of paying tribute to the influence of the Birkenstock brand across generations and subcultures-from the highest top designers to the most style-conscious people around the globe, Birkenstock continues to inspire and link communities. As the travelling exhibition on photos continues its journey across the world, visiting cities like Tokyo, Paris, and London, the legacy of walking as intended by nature of this brand only accentuates.
It has proved that style can go hand in hand with comfort. And after 250 years, it is still a brand that evolves, excites, and empowers—one foot at a time.
Written by Samanvitha Rao
