Crocs has managed to strain rubber closures In catwalkshave collaborated with luxury brands and some are sold for authentic barbarities. No one seems to care about the obvious: they are very ugly. Comfortable? Definitely. Nice? Not even. This is the story of how a brand of shoes designed for navigators has become a global fashion phenomenon.
The beginnings: a fishermen shoe
Founded in 2002, the company began selling the Crocs Beach. They are the classic crocs that we all know; of rubber, soft and non -slip, perfect for navigators. Their comfort made other workers begin to use themmainly who spent many hours standing (I bought some when I was cashier in a store). The thing could have stayed there and the Crocs would continue to be comfortable footwear to work. We know that it was not so.
In 2006, Crocs went over and managed to raise 208 million dollars, The largest initial public offer of a footwear company to date. The same year, They bought Jibbitz for 10 million dollarsthe company that created the first ornaments that are placed in the holes of the clogs. The crocs They began to be known worldwide And they left the workplace to sneak into everyday life.
Joy lasted little and The financial crisis of 2008 hit the company strongly, getting to be On the verge of bankruptcy. In the following years, the company had to close many stores and reduce its catalog to survive.
The culprits that the crocs become cool
The cheapest of these costs 795 euros. Image: Balenciaga
The change did not happen overnight, but perhaps the turning point It was marked by designer Christopher Kane in 2016when He put on his models with Crocs at London Fashion Week. They were not normal crocs, they had marbled colors and were decorated with crystals. But they were still Crocs, and on a catwalk. What seemed like a punctual provocation was only the beginning. A year later, the controversial firm Balenciaga said “hold me the cubata” and left in Paris fashion week with some 10 centimeter platform crocs.
Suddenly crocs was daring, it was cool. It was putting comfort above all.
We have seen it with Other fashions like Labubu: the Celebrities They played a key role in the massive acceptance of the crocs. The celebrities They started going out with their crocs And many launched collaborations. The first was Drew Barrymore in 2018shortly after Post Malone followedthat exhausted all pairs in a single day. There have been many more since then: Justin Bieber, Bad Bunny, SZA … Suddenly Crocs was daring, it was cool. It was putting comfort above all.
Much more than comfort: a form of expression
Collaboration with Animal Crossing. Image: Crocs
Carrying crocs became An act of rebellion. Yes, they are ugly clogs, and what? In This great article They speak of the human need to differentiate ourselves from the mass and the crocs offered just that: to be the rare, the one who does not fit the rest.
Collaborations with brands or celebrities were a great impulse, but Crocs’s success goes much further. Jibbitz’s purchase was a master play when introducing The customization component: Not only do you buy your product, you also do it with those little pins. Not only is they very comfortable, they are a form of expression.
Not only is they very comfortable, they are a form of expression.
To collaborations with artists or designers, others such as the newly announced with Nintendo and his game are added Crossing animalthat of Barbie or that of Pokémon To name just some examples. This is how CROCS establishes an emotional connection and loyalty to its customers.
The shoe that resurfaced from its ashes
That Crocs were on the verge of bankruptcy makes its history more epic if possible. In 2020, already recovered from the coup, 1,390 million dollars entered, which is not bad, but it was nothing compared to what was coming. Pandemia pIt was rotated that a more informal lifestyle was adopted and In 2021 Crocs had explosive growthreaching 2,310 million dollars of income, or what is the same: a growth of 67%. They did not stop there and in 2022 they rose to 3,550 million, 53% more. In 2023 the trend stabilized with 3,960 million and in 2024 they have installed above the 4,000 million dollars.
Another key growth factor is the diversification of its catalog. When we think of crocs, we all have the classic model in the mind, but in recent years the brand’s catalog has grown a lot and, although they maintain the essence of the original, they have managed to expand their audience and reach more public, thus increasing their sales. And let’s not forget another key factor: the profit margin. According to the latest results, The margin amounts to 61.7%. That is, for every 100 dollars they earn, they stay 61.7. Not bad.
The most expensive crocs for sale in stockx.
Crocs not only managed to survive, he managed to prosper until he became a footwear brand accepted by all; From the general public to the one who seeks the most exclusive. Today, resale stores such as stockx have extra rare pairs that They are sold for more than 1,000 eurossome even for more than 2,000.
But without a doubt the greatest achievement of Crocs is that it has become a fashion icon without changing its design. In any case, it has been the fashion industry that has been adapted to them. That is the magic of these ugly clogs: being the discordant note, a GLitch in a world they do not belong.
Cover image | Melike B, Pexels
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