Why has Birkenstock turned down collaborations with pop brands like Supreme?

When deciding on a new partner, it's important to find collaborations that truly add a new dimension to our products. We are careful to show our products within a specific context, whether it's a mobile retail project like the Birkenstock Box format or working with Rick Owens, we want to be a real partner in the product's development. Slapping a logo on an existing design is not what interests us, neither is creating a buzz. For us, collaborating across creative disciplines to create something meaningful is a strategy, not a ploy.

How does the brand balance itself between what's good and what people want?

Birkenstock's combination of function and quality has always been attractive. Over the past decade, the general feeling of comfort and well-being our shoes offer has been discovered by more and more people. Young urbanites now view us from a different angle and Birkenstock's blend of function and quality captures the zeitgeist perfectly. Our footbed, which is anatomically design around a footprint, is our foundation for comfort and follows orthopedic principles.