Birkenstock CEO Discusses the Footwear Collabs With Supreme & Vetements That Didn't Happen
Oliver Reichert explains in a new interview.
Birkenstock has been shelling out numerous high fashion collaborations within the past year including a model with colette, and another with world-renowned designer Rick Owens. Even so it has emerged that the footwear company previously was approached by Supreme and Vetements. In an interview with The Cut‘s Cathy Horyn, Birkenstock’s CEO Oliver Reichert discusses why the collaborations never came to fruition.
In the feature, Reichert pointed out that Supreme and Vetements fans are most likely aware of the footwear brand already: “there’s no benefit for us except prostitution, because this is just prostitution.”
Horyn later spoke with Vetements’ Demna Gvasalia, who shared that he, “just wanted to work with Birkenstock because their shoes are comfortable.” This led to Reichert approving his marketing team to reopen discussions with Vetements. Following the release of the interview, we’ve received a statement issued by a representative at Vetements explaining that the two brands were indeed in the talks of working together for a past Vetements show. However, said collaboration didn’t end up happening “due to design technicalities.”
To read the entire feature, head over to The Cut.