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BIRKENSTOCK

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    BIRKENSTOCK
    Few shoes are as divisive as Birkenstocks. And yet, first released in the 18th century, these orthopaedic sandals have enjoyed major success since the very beginning. Why? Their unequalled comfort. It all began in 1774 when Johann Adam Birkenstock got started as a cobbler in Langen-Bergheim, Germany. Twenty-two years later, the first flexible, anatomic soles were released by Konrad Birkenstock. But it was Karl, his grandson, who earned global recognition for the family footwear. After several models introduced by his family over the years, as well as a training system for foot specialists, he designed the sandal as we know it today. Revisiting the "Fussbett" (foot bed) which had already proven itself, Karl added a mix of latex, cork and jute topped with a reversed leather insole. While the shoe was a success, it was still a few years before it became a hit. This occurred when Paco Rabanne et Narciso Rodriguez dressed their models in Birkenstocks in the late 90s. Soon, Celine (in the Phoebe Philo era), Rick Owens and Valentino all followed suit. Proof of its flourishing success, the brand turned down VETEMENTS and Supreme for collaborations in 2018. In parallel, the shoes began appearing on the feet of the most stylish actors and influencers. But the other appeal of Birkenstock shoes lies in their manufacturing. Made of mostly natural raw materials, they are the most eco-friendly of most other shoes. As high-quality footwear with longevity, they are also "sustainable" products. As CEO of the company Olivier Reichert expresses in his motto for the company, "the product and nothing but the product". When the product speaks for itself, it's goodbye major marketing costs.
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