The Birkenstock History.
In the "Barbie" film, the Birkenstock is more than a shoe. It is a symbol of the real world not run by girls.
It is introduced as a deliberately drab anti-thesis of Barbie's perfect stiletto. By the film's end the titular blonde is wearing the cork sandal - with the hallmark double-strap in her signature pink - as she walks into her new life, no longer a doll but a woman ready to put her best foot forward.
Ever since Johann Adam Birkenstock started making shoes in 1774, the company has insisted on maintaining almost all its production in Germany (only some of the cork soles are made in Portugal).
After it spread through Germany, Birkenstocks diffused to the rest of Europe starting with Austria. Next it spread to the United States and the rest of the world.
Birkenstocks got their big start during World War by making shoes for wounded soldiers. When the war ended they continued research for making a better shoe.
Although Birkenstocks are far from beautiful - German children forced to wear them to school in the 1980s bemoaned their ugliness - their maker has managed to turn itself into an aspirational brand.
In the early 1990's, there was a surge of popularity among high school and college aged generation. In the US, it was first popular among young men.
Birkenstock's revenues have doubled in the past three years, to $1.4bn. Almost half of last year's sales came courtesy of buyers in their 20s and 30s. Some of that is down to clever product placement—social-media mentions of Birkenstocks reached a record high in July, 2023 around the time of the "Barbie" premiere.
A lot more has to do with a post-pandemic fashion for all things casual and comfortable, which has boosted sales of other ungainly casual-chic footwear, such as furry Ugg boots or Croc sandals.
Birkenstock has managed to push up prices a bit in the past few years, but revenue growth also came from increased shipments. It is unclear how much more expensive it can make its sandals without putting off its customers.
There are plans to make other types of shoes, including clogs, trainers, shoes and boots, to end reliance on sandals.