What Birkenstock’s evolution from dad sandal to height of cool tells us about the future of fashion

"Gen Zers are exceptionally sophisticated consumers, savvy to marketing tactics and more discerning about the labels they choose, often with brand ethics and ethos taking priority over aesthetics."

Lindsey Stephens, Senior Engagement Director at Wolff Olins, examines how luxury brand partnerships with more affordable and eco-conscious players can engage an elusive Gen Z audience, exploring how Birkenstock have stood the test of time, in an article for MediaCat, here.