Birkenstock claims that their shoes are made from sustainable resources, but I have always wondered how sustainable leather can be? On their website they explain that their cork is naturally regenerative at the rate in which it is harvested. They also proudly display on the page in bold letters that “98% of their adhesives are water based and therefore environmentally friendly.” I find it interesting that they do not mention striving to be 100% water-based. Companies often like to take the easy way out when it comes to environmental practices and never work to continue to decrease their impact. They also mention in their first paragraph that their leather is sustainable but never mention how they manage to do so. They have only recently (in the last five years) began to even offer vegan leather straps on their sandals. The beef industry is far from sustainable, so how is Birkenstock an exception?
On the flip side I found it impressive that they use a natural latex that is harvested from rubber trees and is both free of chemicals, such as CFCs and pollutants, and better for protecting the cork on their sandals. They mentioned that one “rubber tree will provide about 80 grams of latex each and every day for 25 years.”
Birkenstock has been around since 1774. In their mission statement they claim that they are “always looking to improve their footwear,” however they haven’t changed their product hardly at all since the company was developed. They do however have excellent employee benefits and treatment all around the world, especially in Germany.
As far as marketing goes, Birkenstock has come in and out of style over the years but has consistently been the “pretty ugly” shoes. They appeal to multiple different ages and sexes, making it easy for they to market to a large demographic. They currently mainly advertise on social media apps such as Instagram.
Birkenstock has partnered with organizations such as “Soles4Souls” and those similar to donate shoes to those in need around the world.
In an article by the New York Times, “The Nation: Footwear Politics; Just Who, Really, Is a Birkenstock Voter?” Birkenstock is described as a “liberal’s shoe,” simply because the sandal tends to be worn by those who lean to the left. The article also depicts the lifestyle of those who are Birkenstock fans. They tend to be democratic, adventurous, and “are the type to get away for the weekend by going skiing in Colorado.” This article made me wonder how and why certain fashion choices tend to be adopted by certain types of people. Is it “following the crowd” or something deeper?
In conclusion, I believe Birkenstock is a better company than most but there is always room for improvement. I hope that they continue to grow as a brand. I do not buy Birkenstocks anymore because I like to fix what I already have. You can purchase new cork and rubber soles online and how someone repair them at a shoe repair store. I hope Birkenstock starts doing this for their customers so everyone has the option to be more sustainable.
Dara Williams (English 130) 