Teva

For This Iconic Brand, “Ugly” Sandals Have Never Looked Better

As it celebrates its 40th birthday, Teva announces four nostalgia-worthy sandal drops — each paying homage to a decade of its unique heritage.

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Chances are, if you’ve taken a hike in the past 40-odd years, you’ve seen trail-ready sandals worn by fellow trekkers — or even donned some yourself. It’s not an uncommon occurrence, particularly during warmer months of the year. And whether you decide to show those toes or not, there’s one company you can thank for igniting the technical sandal concept: Teva.

While plenty of capable outdoor sandals have proliferated since Teva first stepped on the scene (we’re looking at you, Chaco and Bedrock) few brands have managed to tread the fine line between everyday lifestyle (hello, Birkenstock) and rugged outdoor use.

Long a household name in outdoor-minded communities, Teva is celebrating its 40th birthday this year with a four-part series that will honor each decade the brand has been alive and kicking. But before we get to the new stuff, let’s look at why and how Teva has survived and thrived all these years.

Humble Beginnings

In the early ’80s, while river guiding in the Grand Canyon, Mark Thatcher noticed a disconnect when it came to his footwear: There wasn’t anything out there optimized for water activities that could perform just as well on dry land. He resolved to fill that hole in the marketplace, and in 1984, Teva was born. 

What of the name? It was inspired by a trip Thatcher took to Israel while in his teens. There he crossed paths with a mentor who was a Shomer Teva, a Hebrew phrase meaning “Guard of Nature.” Now brace yourself: It is pronounced Teh-vah, not Tee-vah.

For almost half a century, Teva sandals have felt equally at home on land or on water. Teva

The first sandal created was a flip-flop to which Thatcher attached two Velcro watchbands. In the 40 years since, the brand has iterated and reiterated on that fundamental design, imbuing plenty of innovation and style into the humble technical sandal.

In 2022, Thatcher sold the company to Deckers Outdoor Cooperation, and Teva is now based in Santa Barbara, California, where it continues to reinvent outdoor footwear. 

Fashion or Function? Teva Sports Both

Years before the ugly shoe trend took hold of North America, Teva’s sandals were, well — ugly. Beauty is in the eye of the beholder, but for anyone not well-versed in hiking culture, the sandals were a bit jarring to the sartorial eye. Still — they’re comfortable, cushioned and perform well on the trail.

For years, loyal fans overlooked the sandals’ divisive designs and wore them with pride — and comfort. The origin of the ugly shoe trend is murky — some say it regained traction in 2018, some say the years following, but either way, in a post-pandemic world that prioritizes comfort as equally as form, ugly shoes are here to stay. When the ugly shoe trend gripped us, Teva was primed to take on the trend — it had already been on it for 40 years.

First up in the Teva archival release campaign: the 80s Original Universal Revive. Teva

The sandals enjoy cult status in the States and in fashion-forward countries like Japan, but a quick Reddit dive reveals that the sandals sit in the IYKYK status in other parts of the world. As part of its 40-year celebration, Teva aims to educate its fan base by bringing back iconic designs from the last four decades — and for fans that have been around since the beginning, it’s your chance to stock up on sandals that haven’t been in retail rotation for years.

It’s not just its recent rise in the world of fashion that makes Teva compelling — anyone who’s hiked, traveled or just lived in the sandals can tell you why the brand has staying power. Teva’s designs feature recycled plastic, quick-dry webbing, robust EVA footbeds, molded insoles and grippy traction; all elements of a capable outdoor shoe. They’re lightweight, easy to get on and off thanks to their iconic Velcro straps and come in a vast array of colorways and styles.

Where Does Teva Stand Today?

As part of its 40-year celebration, Teva aims to educate its fan base by bringing back iconic designs from the past four decades — and for fans that have been around since the beginning, it’s a chance to stock up on sandals that haven’t been in retail rotation for years. The brand is billing its celebration campaign ‘Where To Next’, and throughout spring 2024, will unveil a four-part ‘Revive’ sport sandal series inspired by the 80s, 90s, 00s, and 10s.  

The Hurricane Ampsole Volt Revive honors the 2010s.Teva

The first drop focuses on the ’80s, and features the 80s Universal Original Revive and the 80s Original Sandal Revive — both available in men’s and women’s styles. As the season progresses, Teva will move forward through the decades with three more drops, each celebrating a slice of the original sandal brand’s history.

From river rafting the Grand Canyon to strolling down the streets of NYC, Teva has proved that when it comes to sandals, there’s never a bad time to wear Tevas.