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NEUSTADT (WIED)/FLORENZ, 10.01.2018
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BIRKENSTOCK MAKES ITS PITTI UOMO 93 APPEARANCE IN FLORENCE

The german heritage brand presents it's fall/winter 2018 collections with a new trade fair concept.

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Continuing its focus on product innovations and simultaneously honoring the brand’s heritage, BIRKENSTOCK showcases its new collections for men, women and kids and offers the visitor a unique and holistic experience of the brand on 700qm at the Archivi 3, Fortezza Basso, from January 9th to 12th, 2018 in Florence, Italy.

Following the SS18 collection presentation during Paris Men’s Fashion Week in summer 2017, BIRKENSTOCK now unveils its newly developed trade fair concept set to underline the core brand values during the premier international event for men’s fashion and contemporary lifestyle.

On Wednesday, January 10th, about 700 guests joined the private breakfast of BIRKENSTOCK. Amongst the guests were retail partners, journalists and influencers such as Suzy Menkes, Miroslava Duma, Nick Wooster, 032C and Luisa Via Roma, who experienced the collection’s highlights in a comfortable and natural atmosphere that reflected the brand and its values. During the event, models presented BIRKENSTOCK’s Fall/Winter 2018 highlights. Additionally, renowned street style photographer Adam Katz shot key styles of the collection - worn by uniquely styled visitors scouted by himself on the grounds of the Pitti Uomo.

On 700qm the brand features an outdoor and indoor area at the trade fair. Giving room to experience the brand and its core values, the outdoor area will be a set design combining modern light installations, a video projection showing the deconstruction of a footbed and green open spaces with cozy lounges for guests to relax.

Guiding visitors through the outdoor area into the spacious indoor area to discover the entire BIRKENSTOCK world and its iconic manufactural character and passion for quality, comfort and function, the brand displays its different product worlds in separate boxes, including sandals, closed shoes, accessories, its collection of sleeping systems and the newly launched natural cosmetic line BIRKENSTOCK Natural Care as well as an integrated workshop space with designer Patrik Muff.

Photo: © Philip Kistner Fotografie

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About BIRKENSTOCK

BIRKENSTOCK is a global footwear brand that stands for quality, function, and all-round well-being. With more than 3,800 employees worldwide, this traditional, sixth-generation family-run business is also one of the German footwear industry’s biggest employers. The company’s historic roots can be traced as far back as 1774. BIRKENSTOCK was already using the term “footbed” in the 1930s, 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 enclosed 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 Care) to its portfolio of products. The company is headquartered in Neustadt (Wied). BIRKENSTOCK has ten 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, Brazil, China, Hong Kong, Japan, Denmark, Slovakia, Spain, and the United Kingdom.

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