During the 93rd Pitti Uomo, the most important international event for menswear, BIRKENSTOCK offered visitors a unique and holistic brand experience. The brands iconic character and passion for quality, comfort and function were conveyed through a brand installation which led visitors through the world of BIRKENSTOCK, one box at a time. Each “box” of the experience was filled with a separate brand category – footwear and accessories; the newly launched Natural Care cosmetic line; and sleep systems, which visitors didn’t hesitate to flop down on to take a rejuvenating reprise from a busy day of shows at the Pitto Uomo.

Also part of the experience was a workshop space which showcased German jewelry artist Patrick Muff hand making sterling silver BIRKENSTOCK buckles, to be featured on some of our Exquisite special editions.

To kick off the installation, more than 700 guests filled the space to join in a breakfast event. Among the guests were retail partners, journalists and influencers such as Suzy Menkes, Nick Wooster, 032C and Luisa Via Roma, who experienced the collection’s highlights in a natural, laidback atmosphere that reflects the brand and its values. Renowned street style photographer Adam Katz captured shots of the event and key styles of the collection.

The BIRKENSTOCK event at the 93rd Pitti Uomo took place on January 9th to the 12th in Florence, Italy.

BIRKENSTOCK Highlights for him