How has the company positioned its brand? How does it go about communicating its position? FROM THE COUNTERCULTURE TO THE RUNWAY: HOW DID BIRKENSTOCKS BECOME FASHIONABLE?

Hippies wear them. Rebels, dropouts from conventional consumerism, flower children—all images traditionally associated with Birkenstocks, the clunky, cork-soled sandals that have been issuing forth from German factories for 240 years. Although the company has introduced a few variations, such as a clog or rubberized straps, the look of a Birkenstock is immediately recognizable and little changed from its humble beginnings.45 All these features suggest it is a poor candidate as a fashion product. Rather than changing every season, the footwear has stayed largely the same. Rather than focusing on the appearance of the offering, the product design stems solely from considerations of comfort and orthopedic safety.

Furthermore, they continue to be made in relatively expensive German factories rather than having production shipped overseas to lower the costs.

Considering these factors, it seems strange that Vogue has called Birks “sexy” and Glamour named it the shoe of the summer recently. Explanations for this newfound popularity with fashion’s elite are varied and unproven. One fashion blogger explained that after years of wearing only uncomfortable, tight, high-heeled shoes, slipping on a pair of Birkenstocks was a life-changing experiment in comfort, so she could not imagine going back.