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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Ballad of the Birkenstock

How the 250-year-old German orthopedic shoe company with “Succession”-level family drama transformed itself into a luxury behemoth.
Man wearing Birkenstock sandals in hammock.
Birkenstock has collaborated with the likes of Rick Owens, Stüssy and Dior, endlessly iterating on its hero products through partnerships, new materials and colourways. (Birkenstock)

For centuries, Burg Ockenfels was home to medieval knights angling to control traffic along the Rhine River. Today the stone castle flaunts two round towers, a row of Renaissance-style statues and a courtyard that looks out over hills and farms. To visit, you take a train from Bonn to the sleepy village of Linz, then climb a long, steep hill until you reach the compound’s elaborate gate. From there, the place looks something like Xanadu, the mountaintop palace in Citizen Kane.

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Further Reading

How Birkenstock Became a Luxury Target

L Catterton is reportedly the frontrunner to acquire the original anti-fashion shoe brand, which is reaping the rewards of shoppers’ pandemic-driven desire for casual comfort.

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