Cultura - 3/19/24
In 2016, with its approaching 250-year anniversary of tradition in shoemaking still in the distant future, BIRKENSTOCK commissioned a group of distinguished historians under leadership of Dr. Andrea H. Schneider-Braunberger to research the history of the revered German dynasty of shoemakers and
their businesses based on the highest scientific standards. Today, almost eight years later, the findings of this extensive corporate history project are now available and will be published in form of a book. The almost 500-page research report is a must-read for all brand lovers, culture and fashion enthusiasts and those working in or professionally following the lifestyle industry. The book will be published by Prestel (international) / DAV (German-speaking countries) and will be available in bookstores from March 2024.
BIRKENSTOCK is often described as one of the super brands that have stood the test of time. At the same time, the perception of the brand is often diluted by stereotypes, prejudices, and misunderstandings. This study provides a new reference frame: For the first time ever, the history of BIRKENSTOCK is being scientifically examined in all its facets and thereby the brand and its history and purpose is given a factual basis. This study is one of the very few scientifically researched corporate histories on the border between health, fashion and luxury.
BIRKENSTOCK CEO Oliver Reichert: “It was quite a journey back to the roots of our brand. The heritage of two and a half centuries brings with it a great responsibility. It was clear to me from the outset that this couldn’t end up being a flat marketing project. In this project, the historians’ expertise and independence ranked above everything else. We therefore opened our archives up to the historians and gave them full access to all sources. A global and all-encompassing perspective was also important to me as, our brand is perceived very differently. For German consumers, we’re a shoe brand, whereas the rest of the world sees us as a lifestyle and zeitgeist brand. I’m therefore delighted that we were also able to get historians from the USA, France, the UK, Italy, Australia, and Japan interested in our project and that we also take a look at the societal context as well as the historical and cultural significance of our brand.”
RESEARCH PROCESS BASED ON THE HIGHEST SCIENTIFIC STANDARDS
Inspired by the accidental discovery of handwritten manuscripts of Carl Birkenstock in 2016, BIRKENSTOCK kicked off this pioneering venture. Over the last almost eight years, a team of 15 historians and renowned experts researched the company, the brand and the family’s history and developed a dense picture of the brand we know today. The list of authors include (in alphabetical order): Kai Balazs-Bartesch, Emily Brayshaw, Taylor Bridges, Pierre- Yves Donz, Hayley Edwards-Dujardin, Alice Janssens, Christian Kleinschmidt, Roman Köster, Emanuela Scarpellini, Andrea Schneider-Braunberger (Ed.), Johanna Steinfeld, Liz Tregenza, Alexander von den Benken and Mary A Yeager.
All historians were granted unrestricted access to BIRKENSTOCK's corporate archives to be able to academically evaluate the brand’s history in an open and unbiased research process. In addition, archival research was conducted in external archives, interviews with several contemporary witnesses have been conducted and BIRKENSTOCK employees were made available for questions, expert opinions and exchanges. Led by Dr. Andrea Schneider-Braunberger, historian and CEO of the Business History Society (Gesellschaft für Unternehmensgeschichte, GUG), fragments of history, legends and
assumptions, which had previously mainly been passed down orally, were finally established as facts over the course of more than 10,000 hours of research. Over the course of their work, the experts established a company archive which will be digitally accessible via a microsite on Birkenstock.com and will be launched in the first half of 2024.
A NARRATIVE OF INNOVATION AND UNWAVERING DEDICATION TO FOOT HEALTH
The unparalleled historical research draws a dense picture of a company deeply entrenched in the purpose to empower everyone to walk as nature intended with an unwavering commitment to innovation and uncompromising design. The company’s history is presented, including watershed moments, stages of development and key characters. The results narrate a story of entrepreneurial courage and unbroken curiosity for the biomechanics of the feet and the unique connection between foot health and entrepreneurial passion over two and a half centuries. The extensive historical research delves into the roots of BIRKENSTOCK’s rich heritage and does not only shed light on the evolution from its humble beginnings as a shoemaker workshop and family business in 1774 to its present status as a global brand and the zeitgeist phenomenon BIRKENSTOCK. The topic of shoes, health and culture are integrated into the narrative and the reader is sent on a journey around the globe. A particularly creative perspective opens up with the world of fashion and film, where the symbolic power of BIRKENSTOCK within the societal context
becomes evident.
The historical findings prove that the mission to promote foot health, BIRKENSTOCK’s inventions and Karl Birkenstock’s design language were ahead of their time. Today, BIRKENSTOCK has evolved from a multi-generational business into a universal brand deeply rooted in its purpose and built around its legacy of footbed and orthopedic tradition. Against all odds, this commitment and deep cultural relevance that has stood the test of time and BIRKENSTOCK has arrived at the center of society.
COMING SOON: THE BOOK OF BIRKENSTOCK (STEIDL PUBLISHERS)
BIRKENSTOCK will honor the tradition of 250 years in shoemaking with multiple projects across 2024. The historical study “The Evolution of a Universal Purpose and Zeitgeist Brand” will be followed by two book projects from world-renowned German printer and publisher Steidl - the "Book of BIRKENSTOCK" and a multi-volume book project “Old Mills Never Die”. Both projects will both launch in Spring 2024.
The "Book of BIRKENSTOCK", designed by Munich-based design agency Bureau Borsche is a creative celebration of this footwear manufacturer’s role in global culture, providing a lush, visual-led history of the company and offering a peek behind the scenes into the company’s German production and world-leading design processes.
The limited edition “Old Mills Never Die” curated and produced by Steidl Publishers is a multi-volume of four books of varied size and design in a wooden box which comprise a photographic approach by Henry Leutwyler, Werner Bartsch, and Juergen Teller and a sketchbook featuring historical logo and packaging sketches by Carl Birkenstock (1900-1982), each reflecting a different aspect of the BIRKENSTOCK universe. In addition, limited product editions will honor both the legend of the footbed and its commitment to function, foot health and innovation while celebrating BIRKENSTOCK's unique design.
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