Birkenstock, the German footwear brand known for, as Business of Fashion put it, being “fashionably unfashionable” is collaborating with Rick Owens on three new styles of sandals. The Rick Owens x Birkenstock collection is 2018’s Balenciaga “ugly sneaker” or their Crocs.
Birkenstock’s mobile pop-up, The Box, will be parked outside the Rick Owens store on La Brea Avenue in Los Angeles starting March 16. Owens as reimagined three styles of the iconic sandal using full-grain leather, felt, and pony hair. This isn’t the first time Birkenstock has gone high-fashion — in June 2017, the company had its first Paris Fashion Week show at Tuileries Garden and, the month after, launched The Birkenstock Box with retailer Andreas Murkudis, which traveled from Berlin to Barneys New York.
Working with Rick Owens will be the first time the shoe company has collaborated with a designer for their retail space. “Just a fashion designer would be less relevant,” said Oliver Reichert, chief executive of Birkenstock, to BoF. “Rick Owens, however, is different. We collaborated in architecture, design and fashion. We are beyond fashion, but we’re relevant to it as an iconic classic, a genuinely universal wardrobe staple. The purpose of the Box project is to show Birkenstocks in a new light. The versatile mobile structure is like a blank canvas and all our partners make this a meaningful venture.”