A fashionable return for Crocs?

2 Oct 2018

Crocs have been dividing opinions since it burst onto the footwear scene in the early 2000s. But with the rise of the 'pretty ugly' shoe, Crocs seem to be experiencing a comeback, on high fashion's international catwalks no less. The brand's original innovation has been taken to new levels of trendiness by international design aficionados like Balenciaga, Christopher Kane and Gucci.

Image credit: Farfetch

Originally designed in 2002 as a boat ‘shoe’, the classic Croc, characterised by its foam mould and chunky design, quickly found popularity as a practical and everyday footwear choice. All Crocs shoes feature Croslite material, a technology that gives each pair of shoes its soft, comfortable and lightweight qualities. Couple this with the fact they're waterproof and easy to clean and it's understandable why Crocs are seen as the ultimate functional shoe.

Today, more than 300-million wearers of the Croc brand around the globe have helped it establish its footprint in 90 countries, from its headquarters in Colorado USA.

Since its first appearance, the classic Croc clog has been worn as a sensible style statement by beach-lovers, gardeners, sportsmen and woman, chefs, medical practitioners, moms, dads, grandparents and children experiencing their first shoe. Since then, the brand has delivered over 100 diversified styles in sandals, flats and heels.

Image credit: Paperboats.me

Runway appeal

Following in the footsteps of those consumers happy to trade vogue for mobility and protection, fashion designers and trending fashionistas are identifying Croc’s clean lines and functionality with favour and incorporating its first classic look into 2018 fashion statements that have elicited a resurgence in its popularity and demand; delivering sell-out responses to the latest cutting-edge Spring collections which feature new colours, fur-lining and add-on charms affectionately referred to as ‘jibbitz’ and ‘Croc-olytes’.

“When Balenciaga approached us, we were intrigued by the opportunity to push the boundaries of our design and moulding capabilities to see what we could create together,” says Crocs’ senior vice president of global product and marketing, Michelle Poole.

“Working with Balenciaga has been so much fun for our team, and once again demonstrates the relevance of our iconic clog in today’s fashion and design world, as well as allowing us to tap into the excitement and energy that comes from unexpected relationships.”

Image credit: Paperboats.me

By appealing to more style-conscious consumers, Crocs' new look accounts for almost half of current Croc sales since it was first revealed on the fashion runway in October 2017 as part of the Balenciaga S/S Collection. Featuring rhinestone-encrusted classic lines, it featured as part of award-winning British fashion designer Christopher Kane’s collection at London Fashion Week in February 2018 and were again walked down the Gucci Cruise 2018 runway.

Maintaining relevance

The classic Croc has evolved from ‘clunky’ outdoor wear to chunky and glamorous on the catwalks despite a short history of derision from fast fashion commentators who resisted its initial popularity and led a backlash regarding its perceived ‘ugly’ design.

“We are the brand that people love to hate,” says Poole. “Actually, we value the tension because it keeps us relevant.”

Poole says that Crocs is sending a message about culture. “Our vision is for everybody to be comfortable in their own shoes.”