How Crocs Became The ‘It’ Shoe Of 2020
You can hate it, but you can’t deny it.
When launched back in 2002, the mere sight of the colorful foam of a Crocs shoe was enough to strike fear into the hearts of the fashion world. “The most delightfully comfortable shoes in the world” made many people truly UNcomfortable with their ugly aesthetic and were avoided by anyone who considered themselves to be even remotely stylish. Undeterred by this, Crocs almost took pride in being ‘anti-fashion’ and continued to soothe the feet of medical professionals who revelled in their comfort.
The turnaround for the brand began back in 2016 when Scottish fashion designer Christopher Kane showed marble print Crocs at his SS17 show, each decorated with Jibbitz (the childlike charms which can be added to the clogs) made from precious stones. A few seasons later, Balenciaga sent towering platform Crocs down their SS18 runway (priced at $850) and, as the trickle-down theory goes, the fashion world began to take note.
Two years later in 2020, the pandemic hit, the world wanted comfort while staying at home. While sales of shoes fell drastically, Crocs revenue has grown by 16% in the third quarter alone. This jump in sales is due to the collaborations Crocs has taken on this year. Appealing to the Gen Z market and revamping their ‘uncool’ image has been the main priority for the brand and they have timed these launches well to coincide with lockdown. Crocs have dropped collections with artists such as Justin Bieber and Post Malone and worked with a number of streetwear brands on niche designs.
Unexpectedly, Crocs have really caught the attention of the streetwear world and its customers. Brands almost get free reign to push the boundaries of design and create unique pieces which now get attention from sneakerheads and collectors around the world. In 2020 they have launched creative collabs with Liberty, Nicole McLaughlin, Bad Bunny, Grateful Dead x Chinatown Market, KFC (yes, they smelled like fried chicken), Ruby Rose and more – each one selling out within minutes and appearing on resale sites, some designs going for around $1,000.
So, the next time you see the humble foam Croc and recoil in disgust, remember: that clog is officially cooler than you.
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