About 1774– BIRKENSTOCK

A SERIES OF INTERPRETATIONS OF ORIGINAL HERITAGE

Conceived as a showcase for special projects and inspired by its founding year, 1774 is BIRKENSTOCK’s new venture into luxury. Its newly opened global office in Paris functions as an incubator for developing innovation and new partnerships. Located in the heart of fashion, the Rue Saint Honoré, it is designed by London based studio Vinson & Co to showcase BIRKENSTOCK’s unique collaborations with fashion’s brightest minds.

Existing within its global structure, this new retail format invites inspiring voices from the fields of art, fashion, architecture and design to create experiences and collections for clients.

“BIRKENSTOCK has its own universal language, valuing the DNA that is both, free and adaptable”, explains Pierpaolo Piccioli of Valentino, the fashion house that recently collaborated with BIRKENSTOCK.

Selective about their partnership, the collaborations between the heritage brand and designers are truly synergistic. From established fashion designers like Proenza Schouler to hoteliers like Marie-Louise Sciò, each collection reimagines classic shapes while at the same pushing boundaries.

Each of the exclusive collections is accompanied by alluring campaigns, conceptualised and photographed by some of fashion’s most intriguing figures like Juergen Teller and Roe Ethridge.

Never meant to become a fashion brand itself, BIRKENSTOCK has nevertheless attracted designers ever since.

With an unwavering desire to innovate and to consistently improve, BIRKENSTOCK 1774 is filling a gap between high fashion and functionality. Guided by quality and function, inspired by innovation and creativity – 1774 is a celebration of BIRKENSTOCK’s values in durability, functionality and sustainability and an embrace of the new and innovative.

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“Arriving in Paris with a global office is an important step for BIRKENSTOCK, its where creativity and culture meets exceptional talent.”

Oliver Reichert, CEO BIRKENSTOCK

“Basically, BIRKENSTOCKs are like jeans, functional and sexy. Maybe BIRKENSTOCK are even the sexiest shoes ever.“

Rick Owens, Creative Director Rick Owens

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“I chose to make this collaboration with BIRKENSTOCK for the same reason people choose BIRKENSTOCK every day. No matter what you wear, who you are, no matter your gender or social background, no matter your age, your style, no matter if you care about fashion or if you do now, BIRKENSTOCK has its own universal language. I loved the idea of approaching the DNA of our Maison, represented by the individual and intimate world of Couture with something that is so free and adaptable. To me, this is the definition of inclusivity.“

Pierpaolo Piccioli, Creative Director Maison Valentino

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“BIRKENSTOCK for me is a way of thinking, similar to mine and to our hotels. Less is more. It’s not about trends and seasons it’s about timeless quality. I wear BIRKENSTOCK all the time in the summer, but I need a more elegent version of the shoe that could be worn day and night with elevated materials such as raffia, silk etc. My dream has been to design a BIRKENSTOCK with these characteristics that reflect our hotel style and it’s come true!“

Marie-Louise Sciò, CEO and Creative Director of Pellicano Hotels Group

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“How can I not respect the legacy of a more than two centuries old brand such as BIRKENSTOCK? How could I not be thrilled to participate in it with Random Identities? The opportunity to collaborate with BIRKENSTOCK, for me, is an honor and I wanted to pay tribute by designing an offering of styles that I would love to wear myself.”

Stefano Pilati, Designer and Founder, Random Identities

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“We are excited to be partnering with BIRKENSTOCK as we have been longtime admirers and devotees of the brand. BIRKENSTOCK and Proenza Schouler both share a common respect and admiration for the craftsmanship and detailed work that goes into all of our products, and we are excited to celebrate these all-important qualities in our collaboration.”

Jack McCollough and Lazaro Hernandez, Designers and Founders, Proenza Schouler

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The 1774 Collection has been developed as an integral part of the 1774 profile. Independent of collaborations and special projects, the first collection launched in September 2019 as monochrome wardrobe basics – eternal classics combining all product innovations into one capsule collection.

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The partnership with Stüssy, the American brand that redefined the look and concept of casualwear, adds a new spin to BIRKENSTOCK’s signature Boston Clog model.

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Following the first runway collaboration between MAISON VALENTINO and BIRKENSTOCK, the collection, under the Creative Direction of Pierpaolo Piccioli, launched successfully at the Paris runway show in January 2019. The new collection is seen as a natural continuity of the first conversation initiated between Pierpaolo Piccioli, Creative Director of Maison Valentino and BIRKENSTOCK.

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