On June 24th, BIRKENSTOCK held a launch party at VACANT in Harajuku to celebrate the release of their new sandal, the "MADRID EVA MODEL" (hereafter referred to as "EVA Madrid"). The EVA Madrid sandals are made from the soft, resilient, lightweight resin material "EVA." Furthermore, the use of plastic buckles makes them completely washable—a first for BIRKENSTOCK. Available in two colors, all white and all black, and in sizes from 36 (approx. 23.0 cm) to 41 (approx. 26.5 cm), they are priced at ¥3,500. The sandals were released at flagship stores on June 16th, and reportedly sold over 1,200 pairs in the first week. The launch party was attended by Melody Yoko, a BIRKENSTOCK ambassador and model who also appeared in this season's product photoshoot. The event featured a talk session with Birkenstock PR representative Jinsuke Inoue and women's buyer Yoshiko Inoue of URBAN RESEARCH DOORS, a store that has been carrying Birkenstocks since its opening. All three wore the new EVA Madrid shoes. Melody, who grew up in California, said she has been familiar with Birkenstocks since she was a child, noting, "Recently, the variety of colors and patterns has increased, and the designs have become more sophisticated. I think there are more stylish options available." Birkenstock PR representative Inoue said, "Birkenstocks are widely accepted among people in their 30s and 40s, but are still not well known among younger people in their 20s. Melody's popularity, including her blog, makes her influential among the younger generation, which is why we chose her as an ambassador." Urban Research Doors buyer Inoue gave some styling advice, saying, "With EVA Madrid, which prioritizes comfort, you can enjoy effortless fashion. You can wear them stylishly even with a mannish outfit."

Birkenstock, a German shoe brand with a history of around 230 years, has been manufacturing footwear that combines materials such as cork, rubber, and leather to create designs that mold to the foot the more you wear them.