Birkenstock Launches New 1774 Collection at Frieze LA
The latest instalment in a string of special projects designed to propel the humble sandal to luxury status, Birkenstock have partnered with Frieze Los Angeles to debut their new Birkenstock 1774 collection as part of Amalia Ulman’s ‘Dignity’ exhibition.
In case you missed it, Birkenstock have been acting a little different lately. In January last year, socks and Birkenstock sandals walked the runway by way of a logomania-embracing Valentino collaboration. In June, they released a raffia-infused capsule with the luxury Il Pellicano Hotel Group. For SS19, Rick Owens x Birkenstock actually happened, accompanied by Rick Owens’ eyebrow-raising quote that Birkenstocks “might be the sexiest shoes ever”. With that, the sandal’s place was cemented in the luxury sphere, and this is all thanks to Birkenstock 1774 – a clever self-proclaimed ‘series of interpretations of original heritage’ named after the brand’s founding year, headed-up in a creative studio on Paris’ Rue Saint Honore. 10 years ago, ‘luxury Birkenstock’ might’ve been a bit of an oxymoron, but now, at a time when inclusivity, functionality and lasting quality are firmly in fashion’s favour, the timing’s just right.
As part of the launch of ‘Birkenstock 1774’ – the first ever entirely in-house take on the luxury line – the brand joined contemporary artist Amalia Ulman over the weekend in the backlot of Frieze Los Angeles for her exhibition ‘Dignity’; an immersive installation centred on self-consciousness, which forms part of the artist’s multidimensional performance piece ‘Privilege’. The space features an exclusive Birkenstock photobooth camera, resonating with the themes of selfhood and authenticity in the exhibition – but also Instagram. Central to the space is a stainless-steel stripper pole shaped like a walking cane; a loaded reference to Ulman’s identity, who was in a bus crash in 2013 which left her walking with a cane and who trained as a pole dancer for her performance Excellences & Perfections. The room is flooded with intense blue light, sharpening the audience’s consciousness, as they walk below an illusionistic sky.
So, what makes this collection different? Well, not a huge amount, but that’s kind of the point. It features clean, monochromatic styles in bold colours like optic white, cobalt blue, lemon yellow and Kelly green elevated with luxurious detailing. You’ll see the iconic silhouettes you know and love – like the Arizona, Siena, Milano and Madrid – with a sleeker, more modern look. For the launch campaign, Birkenstock partnered with fashion and culture magazine Document Journal to create a series of relaxed, artful and graphic shots, in-keeping with the creative and expressive ethos of the line.
This is an exciting and clearly considered next step for Birkenstock, as the brand continues to forge a new path – increasing its cultural and fashion relevance while staying true to its free-spirited heart and enduring aesthetic. And it doesn’t stop here, as collaborations with cult contemporary label Random Identities and magazine Monocle are on the horizon. By remaining uncompromising on quality and classicism, the brand is charting new territories and identifying new customers without losing their existing ones, ensuring that these centuries-old sandals are around for a few centuries more.
An early release is available now exclusively on MatchesFashion.com, before its official global release on 1774.com on March 1st.
