How Birkenstock became the Bata for India's elite

<p>Not so long ago, Birkenstocks were considered the antithesis of high fashion. For the longest time, the 250-year-old German brand’s characteristic chunky sandal was seen as nothing more than an orthopedic shoe meant for hippies and old people. </p><p><br /></p><p>And then, everything changed. In the last decade or so, Birkenstock had a major glow up. It all started with the brand deciding not to settle for being just another comfortable but cringey sandal anymore. </p><p><br />So to make Birks cool the brand began collaborating with high-end fashion designers like Rick Owens, Valentino and Dior.  Very quickly celebrities and influencers caught on. They were suddenly being spotted walking out of the gym, or a cafe with a pair of birks on. </p><p><br /></p><p>And just like that, a trend was born. The orthopedic sandal, built more for comfort than for style, was the new it-shoe. </p><p><br />Now, the Birk craze has found its way to India. </p><p>Tune in. </p>