Shoppers Bought 25 Million Pairs of These Cult "Ugly" Shoes This Year
From over-the-top runway trends to $50 Zara versions, you've likely heard us talking about the "ugly" shoe trend ad nauseam. It may seem like it's another trend that only fashion insiders are willing to experiment with, but there are pretty significant sales numbers to back up the movement. For instance, Business of Fashion just published a new interview with Oliver Reichert, the co–chief executive of Birkenstock, and we learned some fascinating tidbits about the company.
BoF reports that Birkenstock sales tripled between 2012 and 2016 to roughly $800 million, and the company is on track to sell a staggering 25 million pairs of shoes this year. How's that for proof that the "ugly" shoe trend is here to stay? Scroll down to shop our favorite Birkenstocks and ideas on how to style them.
Erin got her start as a Who What Wear intern over 13 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.
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