|A classic Birkenstock look (via themostcake.co.uk)|
Walking down Oxford Street earlier today (and before I saw the EDITD tweet) I clocked dozens of people wearing Birkenstock type shoes. What was so striking to me was how you could probably second guess each person's reason for wearing them. There were those who I'd surmise were absolute devotees who'd had theirs 20 years and never took them off. Then the nonchalant women who had probably pulled them from the back of the cupboard because of course they're the most obvious thing to wear in a heatwaverushing around Central London. Finally, the devoted fashion followers who'd probably recently purchased theirs in response to the Celine versions.
Coming back to EDITD's tweet, I wondered whether this rise in fan base was in any way down to Philo or just the result of an enticing competition? What is more influential, catwalk trends or brand digital engagement? Probably a bit of both.