A series of interpretations of original heritage
Conceived as a showcase for special projects and inspired by its founding year, 1774 is Birkenstock’s new venture into luxury. Its newly opened global office in Paris functions as an incubator for developing innovation and new partnerships. Located in the heart of fashion, the Rue Saint Honoré, it is designed by London based studio Vinson & Co to showcase Birkenstock’s unique collaborations with fashion’s brightest minds.
Existing within its global structure, this new retail format invites inspiring voices from the fields of art, fashion, architecture and design to create experiences and collections for clients.
‘Birkenstock has its own universal language, valuing the DNA that is both, free and adaptable’, explains Pierpaolo Piccioli of Valentino, the fashion house that recently collaborated with Birkenstock.
Selective about their partnership, the collaborations between the heritage brand and designers are truly synergistic. From established fashion designers like Proenza Schouler to hoteliers like Marie-Louise Sciò, each collection reimagines classic shapes while at the same pushing boundaries.
The first designer ever to be asked to rethink the legendary sandal was Rick Owens. His grungy, futuristic looks even led to a second collection, which was followed by raffia-inspired styles within the Il Pellicano collaboration, as well as by Valentino’s monochromatic take on the sandal in vibrant colours and bold letters. Most recently Birkenstock teamed up with New York based designer duo Proenza Schouler, who gave the Arizona and Milano sandal a sleek and elegant makeover.
Each of the exclusive collections is accompanied by alluring campaigns, conceptualised and photographed by some of fashion’s most intriguing figures like Juergen Teller and Roe Ethridge.
Never meant to become a fashion brand itself, Birkenstock has nevertheless attracted designers ever since.
Choosing Paris as the new home for the global office was only natural to CEO Oliver Reichert: ‘It is where creativity and culture meet exceptional talent’.
With an unwavering desire to innovate and to consistently improve, 1774 Birkenstock is filling a gap between high fashion and functionality. Guided by quality and function, inspired by innovation and creativity – 1774 is a celebration of Birkenstock’s values in durability, functionality and sustainability and an embrace of the new and innovative.