How Birkenstock became the Bata for India's elite

Not so long ago, Birkenstocks were considered the antithesis of high fashion. For the longest time, the 250-year-old German brand’s characteristic chunky sandal was seen as nothing more than an orthopedic shoe meant for hippies and old people. 

And then, everything changed. In the last decade or so, Birkenstock had a major glow up. It all started with the brand deciding not to settle for being just another comfortable but cringey sandal anymore. 

So to make Birks cool the brand began collaborating with high-end fashion designers like Rick Owens, Valentino and Dior.  Very quickly celebrities and influencers caught on. They were suddenly being spotted walking out of the gym, or a cafe with a pair of birks on. 

And just like that, a trend was born. The orthopedic sandal, built more for comfort than for style, was the new it-shoe. 

Now, the Birk craze has found its way to India. 

Tune in.