For the upcoming Spring/Summer 2024 season, the new 1774 Collection commemorates the interplay between functional design and adaptability that characterized downtown New York during the transformative 70s and 80s. During this period, the city became a hub of artistic experimentation and collaboration, where artists carved their own paths, nurturing creativity in their unique spaces. This collection celebrates the enduring impact of artistic expression on culture and community.

The campaign brought to life by photographer Max Farago, guides us through the vibrant streets of New York, uncovering its rich creative heritage. Through intimate portraits of a group of New Yorkers, the city’s energy comes alive.

Cassi Namoda, a painter born in Maputo, Mozambique, has lived in several different countries throughout her life. Her nomadic lifestyle and multicultural identity have deeply influenced her work. She chose to make New York her home, seamlessly weaving the personal with the historical in her art.
Rafael Prieto, the artist who heads Savvy Studio and Casa Bosques, a design practice based in New York, brings his distinctive perspective to shaping artistic, innovative, and personal concepts in various domains. Since founding Savvy in 2012, Prieto has established his presence in NYC.
Coco Gordon Moore, a New York-based enigma and self-proclaimed ‘closed book’, forges a distinct path in her career as a captivating artist, poet, and model.
Louis Mueller, an American Postwar & Contemporary painter, reflects on his 60-year career which is deeply intertwined with New York’s essence.

As they collectively navigate iconic city spots, the campaign offers insights into their personal experiences of New York City. It showcases how these creative minds have pushed the boundaries of art, sculpting the city into a crucible of innovation. The collection comprises six distinct styles, including two new developments.

The 33 Dougal takes inspiration from the timeless Birkenstock Boston clog design. It boasts smooth leather with a high-shine finish in autumnal hues: Black, carafe, moss green, and kurkuma. Its color-matched buckle exudes understated elegance. The collection also introduces the 222 West, which blends the iconic BIRKENSTOCK Arizona two-strap sandal and Boston styles. It’s presented in black leather adorned with chrome buckles, emphasizing the harmony between functional design, mobility, and freedom.

Alongside the two new developments, the collection also features the iconic BIRKENSTOCK Arizona, Florida and Milano silhouettes in sleek and elegant Berlin leather as well as kurkuma, carafe and green moss cazador suede renditions. The Tokio silhouette, featured in the last 1774 collection, returns in rustic shades.

The collection will be available on March 14th 2024, on 1774.com and select global retailers.