Birkenstocks ko pehle logon ne kaha ugly sandal, lekin aaj ye fashion ka symbol ban chuki hai. Kaise ek family business, comfort aur timeless design ki wajah se runway ka star ban gaya? Aur kyun Steve Jobs aur Barbie tak ko inn sandals ne fascinate kiya? Samjho iski poori kahani aur secret Nazar Ya! ki latest video main!
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00:00This is Abhi, as all of us say. But still, this abhi-looking bulkhead stock is fashion
00:18non-based. High-end models and steam jobs also wear it. So, what is the secret of this
00:26How did this family business, which is 240 years old, become a $10 billion company due to outsiders?
00:33Today, in Xtra Fashion, you and I will go on a walk where we will understand their history,
00:39its impact and this mystery as to why they even wear this sandal later on.
00:45This is Arizona Work & Stock Salon, which was launched in 1973.
00:50Even after 50 years, this is one of their best sellers.
00:54The reason for the timelessness of Perkz is comfort, which is the result of 2 centuries of
00:58shoe making and orthopedic knowledge. This family has even read textbooks on foot health
01:04and taught specialists what proper arch support is.
01:08One of their secrets is their footbed, which is a blend of cork and lacquered.
01:13Where average sandals or flip-flops are flat and unsupportive, their footbed's deep
01:19hiccup gives you stability and helps in controlling your flat feet.
01:24Its raised toe bar keeps your toes in a comfortable position and also protects you from slip-bites.
01:30Although, everyone's foot is different, but because of their ingredients,
01:35this footbed becomes a mold for everyone.
01:38Remember, it doesn't take the shape of your feet, but it starts from the beginning.
01:43The existence of this company is even older than America.
01:47During 1774, Johannes and Perkz Stock already had a showmaker.
01:52He used to make all the shows by hand.
01:54It was not easy to find shows in small malls.
01:57That's why showmakers were so important that poets used to dedicate their poems to them.
02:03Their grandson, Conrad, had two groundbreaking innovations.
02:07Footbed and shoe lace.
02:09Lace is still an important part of the shoe-making process.
02:13He didn't make separate laces for the left and right feet, which was not a problem at all.
02:19He named it System Work and Shop.
02:22He knew that he had found a cure for foot pain and walking problems.
02:26That's why he started taking workshops on this system.
02:29In the 1930s, Conrad's son Karl published a book.
02:33He used to sell his products to people who were similar to him.
02:38At the same time, he wanted to sell his insoles to the Nazi authorities.
02:42But the government didn't give orders.
02:44But the soldiers started buying these insoles personally.
02:49Karl himself planned to make 9 shoes, which would fit everyone in the world.
02:54But this didn't happen.
02:56Karl's son, Karl, then thought of making a footbed instead of a shoe.
03:01Which would fit everyone.
03:03So he made the original Birkenstock footbed sandals.
03:07Which we know today as Madrids.
03:10But show-rate trailers rejected these ugly sandals.
03:14That's why they put them on health food shops.
03:17And that's how Birkenstocks made its place in counterculture.
03:21Comfort was important for the people who came there.
03:25Today, 72% of Birkenstocks customers are women.
03:29Mrs. Birkenstock said that to make these products marketable,
03:33their name should also be good.
03:35That's when the name of this sandal was Madrid.
03:38It took 6 years for Birks to reach footwear stores.
03:42That's how Birkenstocks overcame its initial impressions.
03:46And became a mainstream luxury fashion brand.
03:49Around Karl Birkenstock's retirement,
03:52he divided his family business into small entities.
03:56And assigned his sons.
03:58But these brothers had different visions.
04:01That's when Christian met Oliver Reichert.
04:04Oliver was also fired from his job.
04:07Impressed by his story, Christian made Oliver a consultant.
04:12And invited him to solve family issues.
04:15In just 6 years, this company got proper structure.
04:19And then Oliver was made a co-CEO.
04:22That's when C.D. Farjo included Arizona Leg Sandals
04:26with Winkline in the Paris Fashion Week.
04:29This made it a fashion world shop.
04:31Then Birkenstocks started a partnership with Rick Owens,
04:34Stussy and many other fashion brands.
04:38Which created luxury-priced Birkenstock creations.
04:42Stopex introduced Birkenstock in 2019.
04:46And by 2022, it became their 3rd most traded brand.
04:50It was featured in the Barbie movie last year.
04:53Know this is a symbol of sustainable fashion and realism.
04:56Do you have Birkenstocks?
04:58Let us know in the comments.
05:00And don't forget to like and subscribe.
05:03I'll see you soon. Bye.
05:12Thanks for watching.