German footwear brand Birkenstock took advantage of the Frieze Art Fair, held on February 13-16 in Los Angeles, to unveil the first collection of its 1774 line.
This premium line pays tribute to the history of Birkenstock, founded in 1774 and whose first models used the anatomical sole that has now become a fashion cult. The first 1774 collection has been designed in collaboration with Matchesfashion.com and an artist collective and features a rather luxe interpretation of some of the brand’s signature models of sandals and slides, the Arizona, Milano, Madrid, and Siena.
The collection’s unisex models are made in leather and have a redesigned yet still extremely comfortable sole. The color palette includes bright hues like cobalt blue, yellow and green, as well as black and white. Birkenstock’s 1774 collection is priced at around €350 per pair and will be available from March 1 on the dedicated 1774 website, which also showcases the brand's collaborations, notably with Rick Owens and Monocle, as well as on Matchesfashion.com.
In terms of communication, Birkenstock continues with its focus on artists and celebrities. Photographer Jack Davison lensed the latest campaign, featuring Terry and Tricia Jones, the couple who founded i-D magazine, and Sarah Andelman, founder of Parisian concept store Colette.
A year ago, Birkenstock opened an international office on rue Saint-Honoré in Paris called 1774, which acts as incubator for the development of special projects and collaborations