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.
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