Made to Keep Moving: BIRKENSTOCK x schuh

This September at schuh, we’re pleased to bring you Made to Keep Moving: an interactive campaign in which we’ve partnered with the wonderful BIRKENSTOCK brand to deliver a unique personalisation experience, while showcasing just what the right pair of footwear can do for creativity.

Six events across three cities (Edinburgh, Manchester, and London) will host local tattoo artists in-store who’ll help shoppers customise their BIRKENSTOCK Bostons, Naples, or Utti with their initials, the artists’ own designs, or even something specific to the city – like the Manchester Bee.

Personalisation has boomed in popularity in recent years, and along with the BIRKENSTOCK brand and these talented artists, we want to ensure you can make your sandals and clogs truly yours!

Who are our Talent?

Firstly, in London, we’ll be hosting the hugely talented @artimus_ink.

Harrison Alcock – aka ARTIMUS INK – has become synonymous with tattooing upholstery and homeware pieces. As the world’s leading leather tattoo artist, he is best known for his viral tattooed shoes and his award-winning tattooed car interiors, with his work quite literally injecting innovation into both the custom fashion and automotive industries.

In Manchester, customers will meet the wonderful quartet from @themanchestersocial.

@themanchestersocial needs little introduction to tattoo lovers in the city. The studio is headed up by Miles Langford, who’s been named by The Times as one of the world’s most exclusive tattoo artists. Four of Mile’s studio talents will be joining us in our Market Street store to help revamp your Birks.

Ella, 22, describes herself as a cowgirl pop culture princess, and her three years of tattooing professionally has helped bring together her love of movies and storytelling through the art of tattoo. Each of Ella’s works is not only technically precise, but also infused with meaning, allowing the work to tell its own story.

Kiera, meanwhile, has over 12 years of experience in stippling and loves weaving delicate designs that are both enchanting and timeless. Kiera’s creations are inspired by music, film, and the beauty of nature.

Luca, known for his refined, minimalist style, and precise fine line needle technique, has successfully built a loyal following in the North West. Luca’s work merges tattoo culture with fashion, lifestyle, and visual identity.

Jay, last but not least, goes by the name JAG INK and specialises in realism and fine line tattooing. Jay has a background in fine art and continues to work on both the skin and the canvas, regularly exhibiting original painting at the Cheshire Art Gallery.

Finally, in Edinburgh, we’ll be inviting the amazing @evegrahamtattoo to join us and tat your sandals with her iconic designs.

Glasgow based tattoo artist Eve Graham is known for her pop-culture inspired and fine-line designs. Eve loves giving her clients unique and delicate art to wear permanently! She creates a safe-space for everyone to be comfortable and unapologetically themselves, while giving them something they can call their own.

3 Disciplines, a Creative Block, and a Shoe that Saves the Day

Our campaign with BIRKENSTOCK also showcases three creatives with truly distinctive artistic disciplines that take inspiration from stepping outside and into nature in their Birks!

Their videos will be displayed on store screens, while customers shop our extensive BIRKENSTOCK range and call upon the help of the aforementioned tattoo artists and designers.

The difference with their story, however, is they discuss the creative block – and how getting outside with BIRKENSTOCK has helped them face and resolve that dreaded experience.

The first of the creatives is Lira, who you’ll see mid-bird watch. Lira chats about the hours she’s spent outdoors to no avail – binoculars in hand, camera at the ready, and nothing. But, Lira goes on to mention that the creative block isn’t the end, it’s just the quiet stage before everything begins!

The showcase then turns to Henry who states that: ‘creativity isn’t a factory. It’s a forest. And you have to wander in the forest for a while before you find something worthwhile.’ Henry discusses projects during which he’s sat down to nothing more than an empty brain. As a producer, Henry will often sit down to create something, whether it be a shot list or even an Instagram caption, and find himself struggling for a spark. But, that’s exactly when walking away and taking a trip outside helps the creative juices flow.

Finally, DJ Stephanie speaks to the camera about stepping outside when she loses flow in the middle of a mix. “Run or play basketball. The exercise and nature clears my head. When I come back to the studio, I come back refreshed and louder.”