It’s true, Birkenstocks are phenomenal shoes. There’s a reason the company generated $1.6 billion in revenue last year—a 20% spike from the year before. But are there things you might want to tweak about your trusty old Birks?
For Sarah and Chris Rhoads, a pair of married creative directors, the answer was a definitive yes. They both wore Birkenstocks to photo shoots, drawn to the arch support and comfortable footbeds. But they didn’t like how the sandals got soggy when they got wet, and how the footbeds would get gross over time, particularly when they were made of shearling. So they decided to do something about it. “After endlessly searching for an alternative, we decided one day that we were crazy enough to make our perfect slide ourselves,” Chris says.
They’ve just launched a new brand called Commbi, which makes slides and mules that feel born from Birkenstock’s DNA. But this footwear has a distinctly more modern aesthetic, with a slightly oversize vegan leather exterior and clean lines.
What sets Commbi slides apart is their modular design. The brand sells footbeds made of several materials, including terry cloth, shearling, and vegan leather, which can be swapped out. This allows the wearer to change their aesthetic, but perhaps more importantly, you can just replace the footbed when it wears out, rather than throwing out the whole shoe. The shoes are available on Commbi’s website, priced between $150 and $180 for the shoes, and $35 to $45 for the footbeds.
Designing Commbi’s modular shoe
As the Rhoadses began designing the shoes, they determined that the most critical part was the comfort of the footbed. After all, part of the reason that Birkenstocks have been such a success is because consumers have decided they don’t want to put up with uncomfortable shoes. The Rhoadses worked with a group of podiatrists to develop a footbed that had the right amount of support, but was also soft and comfortable. Their design features arch support for both the length and breadth of the foot, a deep heel cup, and a very roomy toe box. The memory foam material offers responsive cushioning. “It felt that Birkenstocks was the only shoe in the game when it came to really great arch support,“ says Sarah. “We want to give people options.”
When it came to the aesthetics, the Rhoadses spent a lot of time creating prototypes. As creative directors, they often work with fashion labels to develop their brand images, so they have their finger on the pulse of what’s in vogue. They wanted a slide that, like Birkenstock, was unisex, but they wanted it to look sleeker and modern. They bought a 3D-printer and began designing different slides on AutoCAD.
After going through several hundred variations, they ended up with the final styles. There’s a slide with a soft, water-resistant bubble-like exterior; there’s a suede slide with adjustable straps for a snug fit; and there’s also a mule with a wool-felt upper. “We created an aesthetic that is as versatile as possible, something that you could wear at home in your pajamas, to your job, and then later, to dinner,” says Chris.
Function before form
But they were also obsessed with functionality and felt that creating a shoe with interchangeable footbeds would be a game changer. For one thing, it would be possible to create a shoe that could be worn all year-round. In the winter, you could wear them with warm shearling footbeds, but in the summer you could swap in vegan leather or terry cloth footbeds that would better manage sweat. “Chris has very sweaty feet,” says Sarah. “This led to very stinky shoes. We were sure other people had the same issue.”
There’s also the issue of durability. Footbeds tend to wear out quickly, as they make specific contact with the foot. They might flatten out, or the shearling might get too gross after extended wear. Now, rather than replacing the whole slide, you can just replace the footbed, which clicks firmly into place thanks to ridges, which also release the footbed. It’s ultimately a more sustainable option because it extends the life of the shoe and also gives you ways to create different looks without having to buy additional shoes.
The question now is whether consumers will be willing to give up their beloved Birkenstocks for this new upstart brand. It’s clear that Birkenstock has a large and loyal fan base. But the Rhoadses believe that there are some people who have gotten used to Birkenstock’s comfort, but are ready for something new and different. And even if Commbi can shave away even a tiny fraction of Birkenstock’s market share, they’ll have a thriving business on their hands.