Why are young consumers buying Birkenstocks?

Why are young consumers buying Birkenstocks? It’s estimated that sales have tripled in the past five years as the brand rides the normcore wave of successful “ugly” shoes, alongside Tevas and dad sneakers. It helps that Birkenstock released a vegan-friendly style that now makes up about 15% of total sales and partnered with Rick Owens for a fashion-forward collab. Birks are in such high demand that they passed up the chance to collaborate with cool streetwear brands, Supreme and Vetements. (The Cut, GQ)