Birkenstock ramps up global expansion with debut US store
today Sep 27, 2018
After more than 50 years since launching in the US, German shoe maker Birkenstock is opening its first directly-operated store in New York with a bang.
The brand, best known for its orthopaedic sandals which became part of the ugly-chic fashion movement that has dominated the industry over recent years, has selected New York’s historic Soho district for its first US store and 47th worldwide.
For the first time on US soil, customers will be able to step into the complete Birkenstock universe, where cork and leather take centre stage to present a growing range of men, women and children’s footwear and accessories, including not only the classic Arizona sandal but also newer additions such as trainers and boots, as well as socks and belts.
Birkenstock’s new skincare range, launched this year and made from a natural extract obtained from the outer layers of cork oak, will also be available.
And a special gallery area will be dedicated to showcasing limited-edition styles, such as the brand’s collaboration with Rick Owens – its first ever with a designer following a successful collaboration with Italian concept store 10 Corso Como.
To celebrate its bricks-and-mortar launch in the US, Birkenstock has teamed up with Brooklyn-based artist Amit Greenberg to create a playful campaign that reflects the company’s personality. It follows a series of graphic characters, invented by Greenberg, as they explore different parts of the city.
A limited-edition shoe style, and t-shirt celebrating the campaign will be available for purchase exclusively at the New York shop and the brand’s e-commerce site.
Birkenstock’s first US outpost will be located at 120 Spring Street.
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