Since ascending to the top of the streetwear hierarchy, Supreme has collaborated with a host of notable brands, from sneaker retailers like Vans and Nike to luxury houses such as Louis Vuitton and Jean Paul Gaulthier. Thus, when German footwear staple Birkenstock publicly addressed its decision to turn down a Supreme collaboration, which would have likely bolstered its modern appeal, it seemed, well, odd.
In August 2018, Birkenstock CEO Oliver Reichert said the company has turned down collaborations with trailblazing brands like Vetements and Supreme because partnerships with trendy retailers could be equated to prostitution. “There’s no benefit for us except prostitution,” he told The Cut. “Because this is just prostitution.”
The comment drew widespread speculation since streetwear labels like Supreme have developed huge followings and concrete notoriety within the industry. However, during a recent interview with the Financial Times, Birkenstock executives elaborated on their position, stating that the elements their brand prioritizes are at odds with the aesthetically-focused labels on the market. “What most [brands] do is create short-term buzz by putting logos on commercial products," co-CEO Oliver Reichert explained.
For the 242-year-old company, ethos is not determined by the visibility of the Birkenstock logo.
“It was never about function for them, just logos,” Klaus Baumann, Birkenstock’s chief sales officer said in reference to Supreme. “These were not product people.” He continued by addressing the crowds that gather outside Supreme storefronts each time the brand drops new merchandise, stating that he doesn't subscribe to the fanfare. “If I put a bouncer outside our doors on Saturday and regulate letting people in, I too could have a queue outside.”
Albeit petty, the comments were likely meant to indicate that given the history of Birkenstock, the company is focused on conducting business differently. “We don’t pay the celebrities to wear our shoes, we don’t push anything. We don’t touch it. They are simply talking, sharing, and taking pictures,” Reichart told Forbes several years ago.
