Brand news: When a coat turns into a perfume and the brand celebrating 50
This article explores the evolution of the Birkenstock Boston clog from a functional comfort shoe into a global fashion icon. It also highlights Max Mara's expansion into the fragrance market through a new partnership with Shiseido.
Why it matters
It illustrates how heritage brands leverage long-standing product design to maintain cultural relevance and diversify into new luxury lifestyle categories.
Walking on an iconThe Boston shoes by Birkenstock long ago crossed the line between a home comfort item and one of the most talked-about fashion icons of the decade. The classic clog model, which was first launched in the 1970s under the name Kork-Clog, redefined the world of comfort clogs, underwent a renaissance, and became an integral part of the global streetstyle wardrobe.In the 1980s, the model earned the name Boston, following the brand's tradition of naming models after major cities around the world.
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