In 2016, with the approaching 250th anniversary still in the distant future, Birkenstock commissioned a group of distinguished historians under the leadership of Dr. Andrea H. Schneider-Braunberger to research the history of the revered German shoemaking dynasty and its companies according to the highest scientific standards. Today, almost eight years later, the findings of this extensive corporate history project are available and published in book form. The almost 500-page research report is a must-read for all brand lovers, culture and fashion enthusiasts and those who work in or professionally follow the lifestyle industry.
Corporate History Book
Birkenstock is often described as one of the super brands that have stood the test of time. At the same time, the perception of the brand is often diluted by stereotypes, prejudices and misunderstandings. This study provides a new frame of reference: for the first time, the history of Birkenstock is being scientifically examined in all its facets, providing a factual basis for the brand and its history and purpose. This study is one of the very few scientifically researched corporate histories at the intersection of health, fashion and luxury.
Inspired by the accidental discovery of handwritten manuscripts of Carl Birkenstock in 2016, Birkenstock kicked off this pioneering project. Over the last almost eight years, a team of 15 historians and renowned experts researched the history of the company, the brand and the family, and developed a dense picture of the brand as we know it today.
Led by Dr. Schneider-Braunberger, historian and CEO of the Business History Society, fragments of history, legends and assumptions, which had previously been passed on, mainly orally, were finally established as facts in the course of more than 10,000 hours of research. In the course of their work, the experts established a company archive which will be digitally accessible via a microsite on Birkenstock.com.
The unparalleled historical research draws a dense picture of a company deeply rooted in the purpose to empower everyone to walk as nature intended with an unwavering commitment to innovation and uncompromising design. The company’s history is presented, including watershed moments, stages of development and key characters.
The results narrate a story of entrepreneurial courage and unwavering curiosity about the biomechanics of the feet and the unique connection between foot health and entrepreneurial passion over two and a half centuries. The extensive historical research delves into the roots of Birkenstock’s rich heritage and not only sheds light on the evolution from its humble beginnings as a shoemaker workshop and family business in 1774 to its current status as a global brand and the zeitgeist phenomenon Birkenstock. The topics of shoes, health and culture are integrated into the narrative and the reader is sent on a journey around the globe. A particularly creative perspective opens up with the world of fashion and film, where the symbolic power of Birkenstock in societal contexts becomes evident.
The historical findings prove that the mission to promote foot health, Birkenstock’s inventions and Karl Birkenstock’s design language were ahead of their time. Today, Birkenstock has evolved from a multi-generational business into a universal brand deeply rooted in its purpose and built on its heritage of footbed and orthopedic tradition. Against all odds, this commitment and deep cultural relevance that has stood the test of time and Birkenstock has arrived at the center of society.
Book of Birkenstock
While the corporate history book is text-heavy and a bit academic in its nature, the Book of Birkenstock is more playful, light and entertaining. The 688-page book with over 1,000 images and illustrations captures the aesthetics of our brand which has developed without any central authority. Just as Birkenstock does not have a head designer who sets the visual direction for our product, the brand does not have a global CMO who defines its visual signature. Head designers and marketeers come and go, but Birkenstock has always been there and will be there 250 years from now in the lives of our fans because we serve a deeply human need to walk as nature intended, a need that will be as relevant in the future as it was in the time of Johannes and Johann Adam Birkenstock.
For the first time, the rich visual history of the Birkenstock brand and the creativity it has inspired over the years are brought together in book form. The Book of Birkenstock provides a rich, image-driven history of the company, its family origins in shoemaking, and its relationship with the health and fashion industries over the years. It also offers a behind-the-scenes look at the company’s German production processes that form the Birkenstock footbed, appreciated by millions of wearers.
Enhancing this narrative, the Book of Birkenstock is not only a publication but also a desirable object in its on right, mirroring the brand’s dedication to excellence. It boasts beautiful printing and finishing, with a debossed cover for a tactile sense of luxury. The array of paper stocks has been meticulously selected, with art direction by Munich’s Bureau Borsche, known for its expertise in creating high-end, cutting-edge publications.
This attention to detail ensures that every turn of the page is an experience in itself, inviting readers to not only to engage with the content but also to appreciate the fine craftsmanship of the book. Launching in 2024, a landmark year for Birkenstock, this book is the perfect companion for its many fans around the globe – from high fashion aficionados to casual wearers. The project is a testament to Birkenstock’s enduring legacy and a celebration of its ongoing influence on footwear and fashion.
Old Mills Never Die
For die-hard brand lovers, there is another ultimate book experience, a so-called book multiple, which, in addition to the Book of Birkenstock, contains four other high-quality illustrated and photographic volumes that open up a completely new perspective on the brand. Celebrating 250 years of family shoemaking tradition, Old Mills Never Die explores the past, present and future of one of the world’s most remarkable and democratic footwear brands.
From dedicated customers who buy and re-buy their beloved shoes throughout their lives to collaborations with luxury houses such as Dior and Valentino, Birkenstock both sets and transcends trends, offering something for everyone – and for everyone the same: quality, comfort and sustainability. Old Mills Never Die consists of five books of varied size and design, each reflecting a different facet of the Birkenstock universe.
In Walk This Way Henry Leutwyler photographs the little-known treasures of Birkenstock’s archive. In Factories Werner Bartsch documents some of the Birkenstock factories and their over 6,000 employees who combine the most advanced production technology with traditions of hand craftsmanship. In Golborne Road, Juergen Teller captures Birkenstocks as the ultimate fashion object on the feet of everyday people Graphic Designer reveals the pioneering graphic art and typography of Carl Birkenstock (1900–82). Finally, the Book of Birkenstock is an ambitious timeline of the company from 1774 till today.
Wrapped in a Furoshiki cloth and packaged in a wooden box, Old Mills Never Die is the first publication to comprehensively present Birkenstock’s ongoing story and place in cultural history – in its own words, “often copied, never equaled.” Warning: if you buy this collector’s item, you’d better keep a day free – because the book multiple promises pure entertainment.
