Business Notes Comebacks

Remember Birkenstocks, those clunky but comfy sandal-shoes so ubiquitous in the '70s? Their time has come again. Updated with slightly sleeker styling and trendy materials like black patent leather, the shoes have increased in sales 30% during each of the past three years. This year Birkenstock Footprint Sandals expects a 40% increase, to about 1.4 million pairs. They are still made with layers of suede, jute and cork, with the sole contoured to the natural shape of the foot and a shock-absorbent foot bed. Prices range from $50 to $130 for adult sizes.

Birkenstocks were introduced to the U.S. after Californian Margot Fraser discovered them during a trip to her native Germany in 1966. Undaunted by U.S. shoe-store owners who told her no woman would wear such homely shoes, she persisted by selling them mostly through health-food stores. Before long, they became an essential part of the hip uniform of the '70s. But unlike some other foot-friendly footwear of that era (remember Earth shoes?), they never really went away. Birkenstock kept its loyal following and diversified by bringing out men's and children's models.