Birkenstock LOMA and SOLANA: A New Essential Chapter
Birkenstock has launched two new silhouettes, LOMA and SOLANA, evolving its iconic clog and slide designs without compromising the brand's core identity. LOMA reinterprets the closed-toe clog first seen in the 1970s Boston model, featuring a suede upper and hook-and-loop closure instead of the classic buckle, emphasizing clean lines and practicality. SOLANA is a lightweight slide focusing on materials and proportions for sophisticated, quiet comfort, also using hook-and-loop closure for a minimalist aesthetic. Both models retain the anatomical footbed, the brand's signature element ensuring support and natural walking feel. The Hook & Loop campaign, shot in a music studio in Cape Town, South Africa, reflects a hybrid lifestyle where objects are less formal and more fluid. This update aims to make Birkenstock's code readable for a new generation while maintaining coherence.
Key facts
- Birkenstock launched LOMA and SOLANA silhouettes.
- LOMA is a closed-toe clog with suede upper and hook-and-loop closure.
- SOLANA is a slide with hook-and-loop closure and minimalist design.
- Both models feature the anatomical footbed.
- The campaign is titled Hook & Loop and set in a music studio in Cape Town.
- LOMA reinterprets the 1970s Boston model.
- The designs are influenced by architecture and clean aesthetics.
- The launch targets a new generation without losing brand coherence.
Entities
Institutions
- Birkenstock
Locations
- Cape Town
- South Africa