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11.02.2020
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BIRKENSTOCK TO LAUNCH THE FIRST 1774 COLLECTION WITH MATCHESFASHION

Frieze Los Angeles will see a project between artist Amalia Ulman and BIRKENSTOCK to celebrate the collection’s first drop #birkenstock1774

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BIRKENSTOCK launches its first 1774 collection with MATCHESFASHION at Frieze Los Angeles. As official partners of the art fair, the collection will be available as the exclusive first drop at MATCHESFASHION from Feb 13th to 16th and online at matchesfashion.com before releasing globally onMarch 1st.

Birkenstock 1774 – the collection stands for elevating iconic Birkenstock styles to the highest level of manufacturing. Transeasonal and genderless, it features a new leather sole, tonal buckles and leather footbed. A clean design in bold colors, the classic Arizona, Siena, Milano and Madrid styles come in a whole new look.

Cobalt blue, Kelly green and bright yellow turn these iconic shapes into a new proposition with luxurious

detailing – a new level achieved in our German factories.

The launch at Frieze Los Angeles will see the artist Amalia Ulman transform her work `Dignity´ into a photography experience and installation on the Paramount Studios backlot within the art fair.

Ulman’s practice harnesses an ‘outsider cultural inquisitiveness’ and concerns itself with the formation and idealization of identity within the framework of an aggressively mediated world. Ulman works with a diverse range of media including extended online performances taking place on social media.

The collection will be available at 1774.com from March 1st.

About Amalia Ulman

Amalia Ulman (b. 1989) is an airport based artist. Born in Argentina but raised in Spain, she studied Fine Arts at Central Saint Martins in London. Her works, which are primarily voiced in the first person, blur the distinction between the artist and object of study, often creating humorous, gentle deceptions, while exploring class imitation and the relationship between consumerism and identity. In addition to video, sculpture and installation work, her multidisciplinary practice has involved the use of social media, magazine photoshoots, interviews, self-promotion and brand endorsements as tools for the fabrication of fictional narratives.

Ulman’s performance Excellences & Perfections was archived by Rhizome and the New Museum (New York) and exhibited at the Tate Modern and Whitechapel Gallery (London). Her most recent works are the video essay Annals of Private History (Frieze Live, 2015), and Privilege (online performance, 2015-18) with its subsequent solo shows worldwide. Her last video work Buyer Walker Rover Aka Then There was premiered in China at Art Wuzhen, a biennial curated by Feng Boyi. She has recently completed work on her first feature film, El Planeta, a comedy about eviction.

About Frieze

Frieze is the world’s leading platform for modern and contemporary art for scholars, connoisseurs, collectors and the general public alike. Frieze comprises three magazines—frieze, Frieze Masters Magazine and Frieze Week— and four international art fairs—Frieze London, Frieze Masters, Frieze New York and Frieze Los Angeles.

Frieze was founded in 1991 by Matthew Slotover and Amanda Sharp, with the launch of frieze magazine, the leading international magazine of contemporary art and culture. In 2003, Sharp and Slotover launched Frieze London art fair, which takes place each October in The Regent’s Park, London. In 2012, they launched Frieze New York, which occurs each May in Randall’s Island Park, and Frieze Masters, which coincides with Frieze London in October and is dedicated to art from ancient to modern. In 2018, Frieze launched Frieze Los Angeles, which opened February 14–17, 2019 at Paramount Pictures Studios, Los Angeles. In 2016, Frieze entered into a strategic partnership with Endeavor a global entertainment, sports and content company.

About BIRKENSTOCK

BIRKENSTOCK is a global lifestyle brand with a heritage in iconic footwear, rooted in the creation of the BIRKENSTOCK footbed that can be traced as far as 1774. The notion of quality and function guides the brand in all its actions and across categories. The concept of all-round wellbeing is developed into footwear, sleeping systems and Natural Cosmetics, increasingly translating the lifestyle vision of the brand heritage. With more than 4,300 employees worldwide, this traditional, sixth-generation family-run business is also one of the German footwear industry’s biggest employers. BIRKENSTOCK was already using the term “footbed” in the 1910s, giving it the meaning which is commonly understood by consumers all over the world to this day – as a synonym for outstanding comfort when walking and standing. By the early 1970s, BIRKENSTOCK had become a global player. Manufactured in Germany, the sandals are now sold in more than 100 countries on all continents. BIRKENSTOCK also has a growing range of closed shoes, children’s shoes, and occupational footwear, as well as specialist products for orthopedic retailers, socks, bags, and belts. In 2017, BIRKENSTOCK added sleep systems and natural cosmetics (BIRKENSTOCK NATURAL SKIN CARE) to its portfolio of products. The company is headquartered in Neustadt (Wied). BIRKENSTOCK has 13 sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, and Saxony. The long-standing family-owned enterprise also operates its own sales offices in the United States and Canada as well as in Brazil, China, Hong Kong, Japan, Denmark, Spain, the United Kingdom and Dubai.

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