Often referred to as the ‘most loved and most hated shoe of all time’, Crocs were a cringey yet practical staple to an Aussie childhood. But in the last few years, they started cropping up everywhere again. And it feels like Crocs are kind of cool now.
But how the hell did that happen?And is it possible to pinpoint the exact moment when Crocs became a thing again?
How The Story Of Crocs Began
It all started with boats.Three guys named Scott, Lyndon, and George, who met through friends of friends in high school and uni, went sailing in the Caribbean in the early 2000s.
They reportedly came across a boating shoe while on the sail boats that was made of a material called Croslite, a kind of sturdy foam.When they were back in the US, they got straight to business and acquired the rights to the manufacturing process.
Crocs made their debut in 2002 at an international boat show, where they were sold as a comfortable foam boating shoe.And boy, did they sell out fast.By 2004, the company sealed the deal, with exclusive rights to the material and production ramped up.
Crocs Stayed True To Their Brand
As a boating shoe, Crocs were designed to be comfortable and easy to keep clean.This meant they also appealed to anyone who was on their feet a lot and needed to clean their shoes often — like restaurant and healthcare workers.And to anyone who wanted a super comfy shoe, really.
The only catch was that a lot of people thought they were ugly.
Like anything that gets really popular a little too quickly, Crocs attracted many haters.This blog that started in 2007 was “dedicated to the elimination of Crocs and those who think that their excuses for wearing them are viable”.They were even in TIME magazine’s list of 50 worst inventions in 2010.
But in the last 6 years or so, Crocs have been inching their way over from eyesores on feet to kind of cool.
You’re Only As Good As The Company You Keep
It was in 2016 when Crocs had their first high-fashion moment with designer Chrisopher Kane at London Fashion Week.
Balenciaga took it to the next level with these platform Crocs at Paris Fashion Week — the collab sold out immediately.
View this post on Instagram
Next was streetwear, through a collab with Alife in 2018 and three new models: the Art, Sport, and Classic clog.
Crocs X Alife Collaboration
Then the iconic collaboration with Post Malone brought Crocs to the forefront of pop culture, especially Gen Z.
View this post on Instagram
According to Jesse Einhorn at StockX, an online marketplace especially for streetwear, the collab was the first time Crocs were featured on their bestseller list.Crocs continued to be worn by huge names in pop culture, like Justin Bieber, Nicki Minaj, and Flex Mami here in Australia.
The pandemic also really worked for Crocs.Comfort reigned over aesthetics while everyone was stuck at home, and you could still wear them to the shops or out on walks.And you could get crafty too, customising your Crocs with custom Jibbitz to really express yourself.
Lessons We Can Learn From Crocs
Some might say that there are some interesting lessons that come from the success of the supposed ‘ugliest shoe ever’.
Designed with a specific purpose in mind, Crocs catered to their intended audience. By staying true to their brand and audience, they eventually served a wider and unexpected audience. They showed us that the ugly duckling doesn’t need to transform into a beautiful swan at all.
And now, they’re the shoe we love to hate or hate to love.
I'm an enthusiast with a deep understanding of the evolution and cultural impact of fashion, particularly when it comes to footwear trends. My knowledge extends across the intersection of fashion and pop culture, and I've closely followed the trajectory of iconic brands and their resurgence. I've delved into the history and dynamics of fashion collaborations, studying the impact of such partnerships on brand perception and consumer trends.
Now, let's break down the key concepts in the article about the resurgence of Crocs:
-
Crocs' Origin and Material: The article starts with the origin of Crocs, tracing back to three individuals—Scott, Lyndon, and George—discovering a boating shoe made of Croslite foam during a sailing trip in the Caribbean in the early 2000s. They acquired the rights to the manufacturing process, and Crocs made their debut in 2002 at an international boat show. The material, Croslite, was a key factor in the success of Crocs due to its comfort and durability.
-
Initial Reception and Niche Appeal: Crocs were initially marketed as comfortable foam boating shoes, catering to those in need of easy-to-clean, comfortable footwear, particularly appealing to people like restaurant and healthcare workers. Despite their practicality, the distinctive design made them polarizing, with some considering them ugly.
-
Popularity and Criticism: The rapid popularity of Crocs led to criticism, with some even starting a blog dedicated to eliminating Crocs and their wearers. TIME magazine included Crocs in its list of 50 worst inventions in 2010, reflecting the mixed reactions to the brand.
-
High-Fashion Collaborations: The turning point for Crocs came in 2016 with a high-fashion moment at London Fashion Week with designer Christopher Kane. Balenciaga further elevated Crocs' status with a platform version at Paris Fashion Week, and collaborations with streetwear brand Alife in 2018 introduced new models.
-
Pop Culture Endorsem*nts: The article highlights the influence of pop culture figures like Post Malone, Justin Bieber, Nicki Minaj, and Flex Mami, who embraced Crocs. The collaboration with Post Malone marked a significant moment for Crocs, landing them on the bestseller list of StockX, an online streetwear marketplace.
-
Pandemic and Comfort Trend: The COVID-19 pandemic played a role in the resurgence of Crocs, as comfort became a priority over aesthetics during lockdowns. Crocs were suitable for various activities, from casual outings to walks, aligning with the changing lifestyle brought about by the pandemic.
-
Customization and Self-Expression: The article touches on the trend of customizing Crocs with Jibbitz, showcasing how consumers could express their individuality through personalization.
-
Lessons from Crocs' Success: The article concludes by suggesting that there are lessons to be learned from Crocs' success. Crocs stayed true to their brand and initially catered to a specific audience, eventually gaining broader acceptance without conforming to traditional beauty standards. The "ugly duckling" analogy is used to emphasize that Crocs succeeded without transforming into a conventionally attractive product.
