In April 2020, BIRKENSTOCK held the "BE AUTHENTIC, BE UNIQUE - Towards a new future. Take your own unique step" campaign, with the aim of supporting those taking a new step during difficult times. For Fall/Winter 2020, we continue to cherish the slogan "BE AUTHENTIC, BE UNIQUE," a phrase we want to cherish especially in this day and age. We will introduce the meaning of "being authentic and unique" through distinctive illustrations, incorporating stories about the BIRKENSTOCK footbed and the brand.


What does it mean to be authentic and unique?
It means weaving together precious things that transcend time and generations.
Unchanging craftsmanship with a focus on quality and materials.
Functionality that has supported people's health from the feet up for nearly 250 years.
The more you wear them, the more they conform to your feet, becoming a pair that is uniquely yours.
Everything about BIRKENSTOCK is in the footbed.
BE AUTHENTIC, BE UNIQUE


The footbed, which is part of BIRKENSTOCK's DNA, is both authentic and unique. The brand was founded in 1774 during the Edo period in Japan. BIRKENSTOCK developed its own footbed and began using the name in the 1910s. The footbed's primary material, cork, is recycled from waste materials produced during the wine cork manufacturing process, making it a natural material that was used even before the term "sustainable" became popular. The uniquely designed footbed is anatomically engineered and equipped with numerous functions, supporting a natural gait, similar to walking on sand. The more you wear it, the more it conforms to your feet, becoming uniquely your own pair over time. Birkenstock offers a service that allows you to repair your beloved shoes and continue wearing them for a long time.



BEND LOW
A new addition to the shoe collection this season, the BEND LOW leather sneakers are equipped with a new cork-PU midsole, featuring visible cork at the heel. Because cork is used in the midsole, the forefoot also has high flexibility, fitting the entire foot to maintain stability. Another feature is that the cork absorbs shock, making it less likely for impacts to be transmitted. These leather sneakers feature a removable footbed insole, making them comfortable to wear for long periods of time. Available in earthy colors such as Ochre, Khaki, and Neo Taupe, these sneakers are perfect for chic autumn and winter outfits.

FOOTBED Special Site
https://www.birkenstock.com/jp/campaign/footbed-be-authentic-be-unique/

BEND LOW COLLECTION


Regular: 1017729 / Narrow: 1017740
Color: Ochre
Price: 21,000 yen
(Unisex)


Regular: 1017725/ Narrow: 1017726
Color: Khaki
Price: 21,000 yen
(Unisex)


Regular: 1018192/ Narrow: 1018193
Color: Neo Taupe
Price: 21,000 yen
(Unisex)


Regular: 1018194/ Narrow: 1018195
Color: Black
Price: 21,000 yen
(Unisex)

Regular: 1017723/ Narrow: 1017724
Color: White
Price: 22,000 yen
(Unisex)

Regular：1017721/ Narrow: 1017722
Color: Black
Price: 22,000 yen
(Unisex)

*Release dates and available colors may vary by store, so please contact the store in advance.

BEND LOW Trial Campaign
Starting August 21, 2020, we are looking for 10 people to experience the comfort of our new BEND LOW. During the one-month trial, we will ask for comments on the feel of the footbed and how you style the BEND LOW. After the trial period ends, we will give you the BEND LOW you wore as a gift. Details on how to apply will be announced on August 21st on the official BIRKENSTOCK JAPAN Instagram (@birkenstock_jp) and on the campaign website.

BEND LOW Trial Campaign Site
https://www.birkenstock.com/jp/campaign/bend-low-trial-campaign/



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