There are three shoe brands with designs so ugly and yet so comfortable that you cannot not have a pair. They are the shoes you tell people you’d never wear but secretly you have at least 3 pair in the back of your closet. You pull them out for Netflix and chill night, for early morning Sunday coffee runs and you wear them when you drop off your loved ones anywhere you will not have to get out of the car.
And for these reasons these ugly shoes are so secretly popular they are never going to go away. In fact, these three brands are determined to make it into the main stream spot light and they have each seduced big designer names to help them be cool. Names like, the Y/Project and Balenciaga.
You know what I’m talking about:
It hasn’t worked. Oh, people do buy them but now they are the over-priced dark secret in the back of their closets.
Two down, that only leaves Birkenstock. There are all sorts of adjectives associated to the word “Birkenstock” and none of them include the word cool. Until now. Birkenstock found the one man alive who is so edgy, so creative and so inspired that he can make their shoes cool. Yes, it’s Rick Owens.
These are the shoes you wear to the airport after 10am, to meet friends for coffee, for strolls in the park in daylight and for afternoon supermarket shopping where you’ll see everyone. These are the shoes you can wear and look good in while being comfortable.
Yes, Birkenstocks are cool. And I want a pair, and the socks too.
The Birkenstock x Rick Owens collection: