Word: birkenstockers
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...Sales are just phenomenal," says Lisa Geil of Birkenstock, based in Novato, California. And Geil says sales are especially strong in college towns...
Geil says the surge in Birkenstock sales are an indication that "Americans have left the '80s dress for success...
...Remember Birkenstocks, those clunky but comfy sandal-shoes so ubiquitous in the '70s? Their time has come again. Updated with slightly sleeker styling and trendy materials like black patent leather, the shoes have increased in sales 30% during each of the past three years. This year Birkenstock Footprint Sandals expects a 40% increase, to about 1.4 million pairs. They are still made with layers of suede, jute and cork, with the sole contoured to the natural shape of the foot and a shock-absorbent foot bed. Prices range from $50 to $130 for adult sizes...
...Birkenstocks were introduced to the U.S. after Californian Margot Fraser discovered them during a trip to her native Germany in 1966. Undaunted by U.S. shoe-store owners who told her no woman would wear such homely shoes, she persisted by selling them mostly through health-food stores. Before long, they became an essential part of the hip uniform of the '70s. But unlike some other foot-friendly footwear of that era (remember Earth shoes?), they never really went away. Birkenstock kept its loyal following and diversified by bringing out men's and children's models...
...fast track. In a brutal economic climate for magazines, Utne Reader's circulation has tripled in the past three years, to 204,000, making it one of the nation's fastest growing periodicals. Ad pages climbed more than 160% over the same period. The Reader hawks products like Birkenstock sandals, Gevalia coffee and "socially responsible" mutual funds while banning alcohol...