Why sales of these 'ugly' sandals have more than doubled during lockdown
There's one item of clothing we didn't see topping the style stakes this last year, but which have won out purely for comfort - Birkenstocks.
- (opens in new tab)
- (opens in new tab)
- (opens in new tab)
- Sign up to W&H Newsletter Newsletter

Since the start of the first lockdown last spring, there's one thing that we've all been looking for when it comes to clothes shopping - comfort.
After nearly a year of living in our loungewear (opens in new tab) wardrobe, some of us have taken to putting on our good clothes just to take our rubbish out as an excuse to crack out something other than our best leggings (opens in new tab), while others have totally relaxed into the lifestyle and outfit changes that have taken place over the past 10 months.
But there's one item of clothing we didn't see topping the style stakes this last year, which have somehow shot up out of nowhere - Birkenstocks.
The usually considered 'ugly' sandals seem to have become a staple part of many of our lockdown wardrobes - and we expect it's all because of the comfort factor.
According to The Times, sales of Birkenstocks (opens in new tab) have been increasing considerably since the first lockdown started, with John Lewis reporting an increase of nearly 50% between March and July, while Selfridges saw a 140% increase during the same time period.
Of course, we're in the winter months now, but with nowhere to go apart from to take our bins out, we can safely say the stigma around socks and sandals have been utterly quashed.
And while most styles of Birkenstock cost between £50 and £100, shoppers are also splurging for more expensive models – the Birkenstock 1774’, which costs a whooping £330, was a best-seller at Matches Fashion (opens in new tab) throughout the summer months.
Don't forget to check our woman&home vouchers site before you shop for the latest offers and discounts from your favourite brands - think, Dr Martens, ASOS and Schuh.
Are Birkenstocks worth it?
Birkenstocks wearers rave about how comfortable they are all the time, but the sandals will also give you serious fashion credit.
Despite being commonly known as ‘ugly sandals’, the comfort shoes have been trendy among the fashion community ever since Phoebe Philo presented them in her Spring/Summer 2013 collection, while she was creative director at Celine.
The brand also earned extra style points after their collaboration with catwalk brands such as Valentino Garavani and Proenza Schouler.
And there seems to be a very simple explanation for the recent surge in popularity, according to CEO of Birkenstock Americas, David Kahan.
Speaking to industry publication Footwear News (opens in new tab) about the spike in sales, he said, “We’ve gone through [many] world crises, so it gives us a little perspective.
“We know many people may have previously associated comfort with soft slippers, but after now weeks at home, they know there’s an [alternative]. This period may have given many an introduction to our brand.
“When times are uncertain, people look for products that give them a degree of certainty.
“Look at iconic products like Stan Smith, Adidas, Nike Air Force One. They [offer] an emotionally satisfying purchase – you feel good about buying them. It’s not like you’re going out shopping for something you think might be in style now, then out of style in 60 days.”
The executive also teased more future collaborations, so fingers crossed for even more stylish designs soon!
Shop our favourite Birkenstock styles
Arizona Gator Gleam Mineral
Specifications
Birkenstock Madrid Narrow Fit Open Toe Vegan Buckle Sandals
Specifications
Arizona Birko-Flor Patent
Specifications
Birkenstock Women's Madrid Big Buckle Mules
Specifications
Birkenstock Arizona white flat sandals
Specifications
Birkenstock Gizeh Floral Sandals in Multi
Specifications

Mariana is the editor of My Imperfect Life. She has previously worked for lifestyle titles including GoodtoKnow covering all aspects of women’s lifestyle - from the Royal Family, beauty and fashion to wellness and travel. She was nominated for AOP Digital Journalist of the Year in 2020, and for New Digital Talent of the Year at the 2016 PPA Digital Awards. She’s mildly obsessed with TV (reality TV shows included) and spends far too much time planning her next trip away.
-
-
How to organize kitchen drawers: 10 expert tips to restore order to messy storage
Knowing how to organize kitchen drawers with efficiency is the key to a well-functioning space that enriches your cooking experience
By Tamara Kelly • Published
-
How often should you drink kombucha? Here’s what I learned after drinking it for a week
How often should you drink kombucha? I tried it for a week and consulted a gut health expert to find out
By Grace Walsh • Published
-
Kate Middleton’s dresses—9 places the Duchess shops
Kate Middleton's dresses are almost always a sell-out success. Here's the inside scoop on her most-worn brands
By Charlie Bell • Published
-
Cyber Monday jewelry deals 2021—save over 60% on designer pieces
This year's Cyber Monday jewelry deals are previous years, with over 60% off designer brands. Last chance to pick up a huge saving...
By Harriet Davey • Published
-
Save 50% in the unofficial Marks & Spencer Cyber Monday sale this year
There might not be an official Marks & Spencer Cyber Monday sale, but there are still some incredible pre-Christmas deals to save on clothing, homeware and beauty
By Kate McCusker • Published
-
The Boden Cyber Monday sale is here—and you can save you up to 50% off fashion staples
Here's what we're adding to our basket in the Boden Cyber Monday sales this year...
By Aleesha Badkar • Published
-
Gucci Cyber Monday deals—the sales on clothing, handbags, eyewear, and accessories you need to know about
Here's where to find the best Gucci Cyber Monday deals this weekend—including offers on fragrance, beauty and fashion buys
By Dominique McIntee • Published
-
Mulberry Black Friday deals 2021: How to save up to 50% on clothing, handbags and accessories
The Mulberry Black Friday deals on bags, clothes, and accessories to snap up this year
By Rachael Martin • Published
-
The ASOS Black Friday sale can save you up to 70% off coats, knitwear, dresses and more
The ASOS Black Friday sale 2021 is underway—these are the best bargains you can snap up, plus the discount code you need to save up to 50%...
By Harriet Davey • Published
-
There isn't an official Marks & Spencer Black Friday sale this year–but you can still get up to 50% off online
There might not be an official Marks & Spencer Black Friday sale, but you can still save money on lingerie, beauty, wine and more
By Kate McCusker • Published