How ‘ugly’ orthopaedic shoe company Birkenstock created a brand worth billions
Inside Retail
OCTOBER 16, 2023
billion in 2006. Wearers are avoiding overt displays of wealth, instead communicating their taste via subtle branding, and knowledge about materials, form and function. Other examples of mainstream fashion successfully borrowing from and reinterpreting subcultures and original use include Doctor Martens and Crocs.
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