Dad adopts trendy footwear: Birkenstock and the evolution of style
In the ever-evolving world of fashion, two brands have stood out for their commitment to comfort, authenticity, and longevity – Birkenstock and Crocs.
Birkenstock, a German footwear company known for its iconic cork footbeds, has transitioned from being considered uncool to fashionable among millennials and Gen Z consumers. This shift can be attributed to the brand's focus on comfort and longevity, even in its chic collaborations and partnerships with high-end fashion labels such as Dior, Proenza Schouler, Jil Sander, Rick Owens, Valentino, Celine, Manolo Blahnik, and more.
One such collaboration saw Manolo Blahnik releasing a crystal-encrusted velvet Birkenstock clog, while luxury brands are balancing accessibility and exclusivity in their collaborations with the new generation. For instance, Birkenstock sold a majority stake to luxury group LVMH in 2021, with L Catterton taking over the remaining stake in 2021.
Meanwhile, Crocs have also experienced a resurgence in popularity, with collaborations with Justin Bieber and Post Malone. The key to success for all labels, regardless of price point, is to remain authentic to their brand.
The circular trend reinforces the importance of authenticity for all fashion labels. High-low dressing, or mixing designer and more affordable brands, continues to be a popular style trend. Brands like Cuyana are helping to popularize better materials, craftsmanship, and owning less, while high street and luxury brands are increasingly collaborating. Uniqlo's partnership with Simone Rocha and H&M's collaboration with Sabyasachi Mukherjee are prime examples.
However, it's not just about collaborations. Luxury brands are also using strategic celebrity and influencer partnerships to remain relevant. Gucci, for example, is leveraging these partnerships to stay at the forefront of the fashion industry.
On the other hand, a new wave of normcore is emerging, characterized by a stylish embrace of average-looking clothing from brands like JCPenney, WalMart, and The Gap. GQ reports this trend, which emphasizes comfort and authenticity over trendiness, as a response to the fast-paced, overly consumerist culture of fashion.
In conclusion, the fashion industry is moving towards a more sustainable and authentic approach, with consumers prioritizing brand ethics over aesthetics. Brands that remain true to their roots and focus on comfort, longevity, and authenticity are likely to thrive in this new landscape.
Featured Image: Wolff Olins
Image credit: Wolff Olins
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