Global footwear brand Birkenstock is set to open a new store on London’s King’s Road with the “thoughtfully designed” space adding to Chelsea as a strong destination for fashion brands.
The store, which reflects the brand’s “unwavering commitment to premium craftsmanship, heritage, and innovation – empowering people to ‘walk as nature intended’” also intends to “connection with the local community while bringing its signature footbed experience directly to consumers”.
While featuring its full range of sandals and shoes, the 13 March opening will begin with an exclusive in-store shoe customisation service by South London-based artist Mark MacDonald.
It will also no doubt feature its Japan-inspired Tokio, the versatile suede clog which will be celebrating its 40th anniversary in 2027.
But why wait two years, as the Tokio already plays the central role in Birkenstock’s SS25 campaign that also harnesses the “vibrant energy of London”.
The clog, which “exemplifies Karl Birkenstock’s forward-thinking approach during a pivotal era when Japan was emerging as a global economic and cultural powerhouse”, has now been reimagined in ‘Antique White’, completing the four-colour offer. It’s seen for the new season with the London streetwear-inspired campaign featuring creative protagonists Sirui Ma and Orion Johnson, a multidisciplinary artist and event producer.
