Birkenstock in pictures: A book tells of the triumph of the eco-slap

They are worn by teachers, hippies and housewives, as well as models and street style stars in metropolises such as Paris, Milan and New York: Birkenstock sandals are like the lowest common denominator that everyone can agree on when it comes to shoes. In 2023, Valerie Steele, director of the Museum of the Fashion Institute of Technology in New York, described the German brand’s development in the “New York Times” with apt words: “It’s not often that public brand perception completely changes like this we experienced it at Birkenstock.”

Although the brand has been successful since the company was founded in 1774, it was not considered cool and hip for a long time. Especially in Germany, it had a reputation as a musty eco-shambles. But several developments changed the image. On the one hand, popularity and demand abroad grew, and collaborations with designer brands such as Dior, Valentino and Manolo Blahnik also emerged. Since 2021, the brand, which was once founded by Johann Adam Birkenstock and was in family hands for a long time, has belonged to the luxury group LVMH and its main shareholder Bernard Arnault. Since then, Birkenstock has been on a luxury course. The company went public in 2023 and exceeded forecasts after just one year.

The company recently made headlines for its rigorous approach to alleged imitators. Since the beginning of January 2025, the Federal Court of Justice in Karlsruhe has been dealing with three lawsuits brought by Birkenstock against manufacturers of counterfeit products. The brand also demands copyright protection for its iconic models. It is quite possible that Birkenstock models will soon be considered not only as cult pieces – but also as art.