Birkenstock is taking inspiration from London for its latest campaign. Created for the Tokio shoe, the campaign “celebrates the versatile suede clog, following two protagonists amidst the vibrant energy of London”.
BIRKENSTOCK
But as the product’s name implies, there’s a strong Japanese feel too. The clog, which will be celebrating its 40th anniversary in 2027, “exemplifies Karl Birkenstock’s forward-thinking approach during a pivotal era when Japan was emerging as a global economic and cultural powerhouse”.
Drawing inspiration from Tokyo’s “unparalleled influence on design and creativity, the Tokio was originally designed to meet the needs of professionals—such as those in healthcare and hospitality—requiring secure and supportive footwear for long hours on their feet. Today, this iconic design is evolving into a modern streetwear staple”.
The clog has been reimagined in ‘Antique White’, completing the four-colour offering and is seen for SS25 with a streetwear-inspired campaign, featuring creative protagonists Sirui Ma and Orion Johnson, a multidisciplinary artist and event producer.
Birkenstock fans met Johnson in the earlier first chapter of the campaign that was set in Tokyo.
Now he’s in London, home to photographer Ma, whose creative journey began in Beijing and New York before she settled in the UK capital. The campaign “immerses viewers into London’s unique energy, blending vibrant urban culture with moments of natural serenity. It is both a love letter to the city and a celebration of a contrasted experience of urban culture and nature”.
The imagery follows the protagonists as they explore the city from the East End, Broadway Market and London Fields, offering a “vivid snapshot” of its dynamic culture.
