Often associated with peace, love and nature, German-based comfort shoe company Birkenstock reveals a more truculent personality when it comes to its views on collaborations. In recent coverage by the Financial Times, Oliver Reichert, the co-chief executive of Birkenstock, confirmed the company still has a tepid at best view of brand partnerships.
“What most do is create short-term buzz by putting logos on commercial product.” It’s prudent to be picky, Reichert explained. “There has to be real innovation.”
While the brand has collaborated with Valentino and is effusive about its efforts with Rick Owen, it’s turned down many more offers including allegedly one with Vetements.
And while the article doesn’t mention brands that have approached them, the company has never been shy about holding up Supreme as the poster child for the type of partnership that doesn’t work for the brand.
Following up from prior comments on dismissing an offer of a collaboration with Supreme, Birkenstock’s chief sales officer Klaus Baumann ended the article by flatly stated, “It was never about function for them, just logos. These were not product people. If I put a bouncer outside our doors on Saturday and regulate letting people in, I too could have a queue outside.”