Dear Aa Readers,
Let’s start with a confession: there was a time when BIRKENSTOCK wasn’t even on our radar. Clunky, practical, orthopedic—these shoes seemed destined for health professionals, granola enthusiasts, or that one art teacher who always smelled faintly of patchouli. Fast forward to today, and Birks are everywhere. From studio sessions to gallery openings, they’ve become a staple for those who know that looking good and feeling good can, and should, coexist.
In this thought-dump-slash-exposé, we’re unpacking how ‘walking as nature intended’ transitioned from an overlooked idea to the ultimate signifier of cool—and why BIRKENSTOCK is leading the charge.

Remember when dressing up meant skinny jeans, stiff jackets, and the suffering of ‘fashion first’? Those days feel almost archaic now. This shift toward ease reflects broader cultural changes: the rise of streetwear redefined casual wear as stylish, and a more liberal, accepting societal mindset has embraced individuality and practicality over rigid norms. Today, effortlessness isn’t just acceptable—it’s aspirational. In a world that’s been through too much, the luxury of feeling at ease is a subtle, undeniable flex.
Let’s not pretend this is just about practicality. Pairing Birks with a perfectly worn-in pair of jeans isn’t lazy—it’s considered. It’s a quiet declaration: I know what I’m doing.
Think about it: these sandals have gone from co-op grocery stores to Dior ateliers. Their collaborations with Rick Owens, Valentino, and Jil Sander don’t feel forced—they feel inevitable. BIRKENSTOCK didn’t change to fit these spaces; the spaces adapted to them.

There’s an irony in their journey. The very thing that once made Birks ‘ugly’—their unapologetic practicality—is what makes them irresistible now. They’re proof that sometimes the coolest thing you can do is not care so much.
When you slip into a pair of Birks, it feels like you’re opting out of the madness. You’re choosing a moment of mindfulness, a rejection of the relentless pace of hype culture.
BIRKENSTOCK’S philosophy goes beyond aesthetics, embracing a commitment to natural movement and transforming every step — whether through Amsterdam’s Nine Streets or along a quiet trail – into a grounding, mindful experience.

The brand didn’t become cool because it tried to be. It became cool because it didn’t try at all. In a world obsessed with fleeting trends, it’s a reminder that authenticity and quality always win.
BIRKENSTOCK steps into a new chapter with the opening of its first-ever store in Amsterdam. To celebrate the occasion, BIRKENSTOCK is releasing a store-exclusive, limited-edition version of its iconic Boston Suede in a bold Russet Orange—a playful nod to The Netherlands. Limited to just 100 pairs, this exclusive style will be available only in the Amsterdam store, making it a collector’s piece.

So, whether you’re slipping on a pair for a coffee run, a gallery visit, or just to pace the city’s canals, let BIRKENSTOCK remind you: style isn’t about trying too hard. It’s about moving through the world in a way that feels good—and looks even better.
Here’s to 250 years of walking with purpose. Here’s to sandals that taught us comfort isn’t just a look—it’s a feeling. If you haven’t joined the cult yet, consider this your invitation. After all, why wouldn’t you want to walk a little easier?