Birkenstock fuses comfort and fashion at Dubai's Sole DXB

Birkenstock fuses comfort and fashion at Dubai’s Sole DXB

The iconic German brand debuted at the Dubai-based festival

By Meenakshi Iyer  January 7th, 2020

Dubai’s biggest street festival Sole DXB offered the perfect platform for iconic German brand Birkenstock to display its latest collections and the ever-popular heritage styles. The launch also coincides with the brand’s entry in India, starting with a store in New Delhi—which is all set to open in January.

Keeping with its theme of fashion, comfort and well-being, the two-level lounge at Sole DXB offered a glimpse of updated styles such as Kyoto, which the brand hopes will be a hit among millennials. And the much-anticipated collaborations with Valentino, Rick Owens and Random Identities took up prime spots. Festival goers could also customise their sandals at the very special customisation booth with either their initials or names. And if all the walking around got you tired, there were relaxing hand and foot massages on offer.

Talking about the brand’s debut at the festival, Jens Hattab, managing director of MEAI at Birkenstock says, “Sole DXB is the biggest celebration of street fashion. It seemed like a natural fit for us to have a presence here.” The brand has managed to achieve a cult status owing to its rich legacy and the signature footbed that offers utmost comfort to the wearer. Birkenstock has successfully cemented its place among the fashion-conscious buyers who want to express themselves freely.