Love them or hate them, Crocs could be the shoes of the year
Crocs. Seldom can one word strike such division. Across two mutually exclusive camps, Crocs are seen either as the definitive work shoe, beloved by chefs and hospital workers for their comfort and durability, or fashion’s greatest anti-fashion item that pushes boundaries to new levels of extreme cool.
The humble slip-ons are bought by the thousands who appreciate their lightweight construction and ergonomic cushioning, ideal for long hours working on their feet. Being plastic, Crocs are easy to keep clean and, thanks to the extruded construction, are virtually indestructible. Tales abound of a single pair lasting a decade or longer. Not bad for footwear that costs about Dh220.
On the other hand, this duckbilled-looking shoe is worn by arch fashionistas for a dose of rebellious irony, and has managed to pull off some serious fashion collaborations. Christopher Kane started it in 2017 when he sent models wearing marbled Crocs decorated with real gemstones down the runway. While it divided opinion, the shoes sold out.
In 2018, Crocs joined forces with Balenciaga (helmed by Demna Gvasalia, who is regarded as a true trendsetter) to create a platform version that retailed for $800. The next season came a kitten-heeled version and then a stiletto version by visual artist Gab Bois, also in collaboration with Balenciaga.
High fashion aside, the masterminds at Crocs cherry-pick who they work with. In 2018, there was the collection made with New York streetwear brand Alfie, which incorporated a sock, creating possibly the world’s most comfortable shoe. Selling for $80 a pair, it was spotted on Pharrell Williams and Kanye West. The latter later launched a foam slip-on under his Yeezy label.
Japanese artist Takashi Murakami also created a pair with Crocs in November 2019. It was splashed with his signature colours, and it immediately sold out. Then there was the launch with Los Angeles streetwear brand Pleasures. Aimed at the rock/punk/skater crowd, the black pair were decorated with a white skeleton foot. It was released in October 2019 for $60, and the shoes are now trading on resale websites for up to $450.
Even the bastion of refined gentility, Liberty, in London, tied up with Crocs in March last year, creating flowery shoes, decorated with a handkerchief of real fabric, priced at $276 a pair. In September, Puerto Rican singer Bad Bunny released a pair of white Crocs with glow-in-the-dark detachable decorations, which, again, sold out.
Singer Post Malone has done several designs with Crocs, the first of which was snapped up in under 10 minutes. Now they are found only on resale websites for $500-plus a pair.
At the height of the pandemic, Crocs teamed up with Justin Bieber’s brand drew house, to launch a yellow, smiley-face-decorated pair. In July, the singer teased the collaboration on social media and Crocs’s shares jumped 11 per cent, reported Business Insider.
The latest in Crocs-related news is that rapper Drake has taken to social media to show off his new pair. Sitting on top of a $150 million fortune, Drake is clearly a canny operator, and chooses his moves careful. That we see him wearing Crocs can hardly be a coincidence.
As fashion pedigrees go, Crocs is almost faultless and the company definitely knows its audience. It is constantly bringing new releases to market – almost one design a month. As we all move to embrace the Gen Z style of dressing – to mix whatever you want – the stuffy days of unbreakable fashion rules are over. Having all endured 2020, there is now a collective desire to express our authentic selves.
Seemingly in tune with this, with a targeted strategy and daring collaborations, Crocs has transformed itself from simple workwear into a brand that offers alternatives to those who want to stand out from the norm. Think you will never wear them? Think again. While the fashion industry took a hit last year, sales for Crocs rose by 12 per cent, as more people worked from home and sought comfort wear.
With its offering of constantly evolving limited editions, Crocs may well be seen as ironic anti-fashion, but they are also set to become the shoe of 2021.
The duckbilled-looking shoe is worn for a dose of rebellious irony, and has pulled off some serious fashion collaborations