Giant Strides

Global German footwear giant Birkenstock ventures into the luxury category inspired by its founding year, with stunning colour drops, now available online in India, even as it opens its first monobrand store in Mumbai.

Lifestyle Insider The Birkenstock 1774 Arizona Yellow

Once known as the defacto accessory for peaceniks worldwide, and synonymous with comfort and laid-back style, cult footwear brand Birkenstock has sashayed into the shoe cabinets of the glamorous set. Over the last few years, the brand founded as far back as 774, has been thinking up new ways to style its iconic sandals, with celebrities and fashion designers endorsing their revamped creations. And this year, the inventor of the soft cork orthopaedic footbed, has launched the luxurious Birkenstock 1774 category, with special projects in collaboration with Rick Owens, Valentino, and the Il Pellicano hotel - projects focused on emphasizing originality and product innovation.

Lifestyle Insider The Birkenstock 1774 Siena Green Lifestyle Insider From the Birkenstock 1774 collection campaign

A new, season-less unisex collection takes the most iconic Birkenstock styles and upgrades them with state of the art manufacturing techniques.

Lifestyle Insider The Birkenstock 1774 Arizona Black

The collection consists of the brand-defining styles, which include: Arizona, Milano and the Siena sandal. All updated with luxurious details that emphasize the heritage and quality of these classic styles. These styles have been spotted on Hollywood stars like Katie Holmes and Charlize Theron.

Lifestyle Insider The Birkenstock 1774 Siena Yellow

The iconic cork footbed is wrapped entirely in soft premium leather, stamped with the 1774 custom seal. A newly developed ultra slim leather sole features a unique pattern of PU areas for durability, flexibility and anti-slip.

Lifestyle Insider The Birkenstock 1774 Siena White Lifestyle Insider The Birkenstock 1774 Arizona Green

The minimalistic look of the 1774 collection is further underlined by tonal buckles, translating into a minimal and understated look. A new level of product execution achieved in the maison’s German factories, with an extensive amount of hand work. The 1774 collection is structured in colour drops, featuring Kelly Green, Yellow and Cobalt Blue as well as classic Black and White. This project is created with a long-term view, developing new styles annually, consistently taking manufacturing techniques forward.

Lifestyle Insider The Birkenstock 1774 Arizona Blue

An exclusive drop of the Birkenstock 1774 collection is now available in India exclusively on the brand website

Lifestyle Insider The BIRKENSTOCK Mumbai store is located on the fashionable Linking Road

Fashion Central
And just a few days ago, Birkenstock opened its very first monobrand store in Mumbai, at Linking Road, famous for its shopping district. This boutique marks the brand’s fourth store in India after Delhi, Hyderabad, and Chennai, where they offer both classic models and highlights from the latest collection.

Lifestyle Insider The BIRKENSTOCK Mumbai store is now open!

The company is taking another step forward to strengthen its retail presence in the country and will continue to expand its business by rapidly increasing the footprint across all the key cities in India. The new Birkenstock store offers a rewarding shopping experience for loyal fans as well as the fashion-conscious and casual shoppers, families, and tourists. The retail space offers a total of more than 200 different models from Germany’s largest shoe manufacturer. Apart from the timeless classics, such as Arizona, Gizeh or Madrid, the product range also features an abundance of trendy materials, colours and styles which are available in all sizes. The collection provided in-store is suitably tailored for Women, Men, and Kids, hence ensuring it will be a favourite premium lifestyle footwear destination for the entire family

Lifestyle Insider The BIRKENSTOCK Mumbai store features your faves as well as styles from the current collection

“Following a strong market entry of the brand in 2020, our quality products enjoy a great consumer appreciation in India,” says Jens Hattab, Regional Managing Director Middle East Africa India at Birkenstock. “The recent opening in Mumbai as one the country’s key fashion hubs is just another stepping stone in our strong growth plan for the year ahead.”

The new store is conveniently located in the retail heart of the city at Linking Road, a suburb famous for its shopping and recreational offerings – including a dazzling array of fashion and lifestyle brands for everyone. The retail concept of Birkenstock, featured in the store, reflects the brand’s close relationship with nature. Its sustainable core materials used, such as cork, leather, and jute, can be found in the store environment, thus echoing the core positioning of a high-quality lifestyle label.


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.

It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.

A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

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