From Mocked to Must-Have: How Crocs Became Cool Again
Once ugly and unfashionable, the foam-clog Crocs, embarked on a return to style. Once labeled as functional footwear, they’re now loved by celebrities, influencers, and even fashion experts. How did that come about? Collaboration with celebrities and clever marketing caused them to restore clogs to a fashionable shell. Crocs flourished in the early 2000s as they took the market by storm for their practicality. Nurses, chefs, and outdoor workers loved them because they were durable and comfortable. Several made fun of them for their sheer size and clunky form, describing Crocs as among the ugliest shoes ever made. For too long, Crocs appeared to be a no-go for styling, but instead of running, the brand ran. This allowed Crocs to become part of the growing ‘ugly-chic’ aesthetic in the fashion world, endearing it to the masses.
Partnerships with celebs are a significant reason for Crocs’s success. Justin Bieber, Post Malone, and Bad Bunny all paired with the brand for Crocs. Bieber’s Crocs sold together with cozy socks, and Bad Bunny’s glow-in-the-dark version were hot sellers, gone overnight. These collaborations became a way of not only making the shoes cooler but also actively engaging a new band of fans enamoured with the young generation of stars.
Collaboration with high-end and street-wear brands is another endeavour to appeal to other markets. While the Balenciaga platform-sole high-fashion Crocs strutted down the runway, Staple Pigeon added an edginess to the shoes. There were such collaborations in pop culture, such as Pokémon, Marvel, and Disney designs.
Another major factor in the resurgence of Crocs is personalization. The shoes feature holes in which people can insert Jibbitz-small charms that let them make their Crocs personalized with fun designs or favourite characters. This feature, especially among younger shoppers, made the shoes more personal and playful.
Social media also helped bring Crocs back into the popular light. It leaned into jokes and memes regarding their “ugly” reputation, using it as a positive thing. People on TikTok started showcasing the creative ways one can style Crocs to show they can be fun and fashionable.
The COVID-19 pandemic gave Crocs another push. As people spent more time at home, comfort was the number one aspiration, and it was provided by Crocs. The brand also snatched a trick from streetwear: very limited-edition drops. Just like with any exclusive design produced in small batches, Crocs created excitement and urgency-so people wanted them even more.
In the end, it is a perfect example of how Crocs have changed their brand image. Accepting its weirdness, collaborating with celebrities, and being relatable to customers on a personal level, Crocs shifted from being a practical shoe to becoming a fashion statement. Today, millions of people proudly sport what was once considered an ugly shoe-and it’s here to stay.
Parbati Bandyopadhyay
IMS Ghaziabad