A champion of meme-culture, middle-school-era Facebook photo memories, and Balenciaga runway shows, the footwear company Crocs seems to have massively capitalized on the popularity of both irony and nostalgia as it racks up millions selling its iconic foam clogs. Founded in 2002 and headquartered in Colorado, Crocs went public in 2006 and remains a leading footwear brand today. What started out as a breathable boat shoe quickly took its place as both a household name and a staple comfort shoe.
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If we are giving credit where credit is due, Crocs has the middle schoolers of the 2000’s to thank for its rapid success. While the chunkiness and meme-ability of the Croc may account for their current trend-topping status, pre-teens were instantly attracted to the customizability and durability of their unique design long before the fashion industry recognized the ingeniousness of the Crocs design.
I, of course, am a loyal consumer, having hopped on the Crocs trend not once, but twice, in my lifetime thus far. I remember my first pair, a classic colorfully marbled set of holey foam slip-ons with a few too many Jibbitz. I was a strap in front kind of gal. Fast forward ten years, and I was buying my second pair with a similar vigor. There’s something about choosing your color amongst dozens of options, carefully selecting Jibbitz to match your personal style, and knowing no one else will have the same pair as you. This time around, I went for the Classic Bae Clog in black, with one Jibbet: a varsity letter “G” for my first initial.
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No doubt, my purchase was influenced by the viral collaboration between Crocs and Balenciaga, which first debuted in 2018, as Balenciaga painted their spring ready-to-wear show with the now-iconic platform Crocs in a variety of classic Crocs colors. The platform foam clogs from this collaboration still boast resale values upwards of $700. Taking advantage of the success of this collaboration, and likely in anticipation of their next collaboration, Crocs released their own designs of the platform sandals. Although they retail for about a tenth of the price of the original platform Croc, I wouldn't describe paying $70 for a pair of Crocs as a ‘deal.’ Regardless, as Crocs continues to vamps up designs to mimic the trends set by its luxury fashion collaborations, the brand may be sneakily changing its image from comfortable and functional to trendy and chic
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As is most likely common knowledge following an inundation of Instagram ads, the Crocs x Balenciaga duo joined forces again this past summer in June 2021 for Balenciaga’s spring ‘22 ready-to-wear show. This time, the team presented two new takes on the classic Croc clog, both a heeled version and a rain boot version, which are now available to purchase worldwide. What was once a footwear brand enigma, Crocs is entering the realm of mainstream fashion.
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Of course, Crocs is just as popular off the runway. Keep a sharp eye out, and you’ll see them everywhere. They tend to blend in, at this point. So, why the dramatic second Crocs x Balenciaga collaboration push? I’m interpreting this move by Crocs as a pointed overstatement: a quarantine go-to slipper for many, Crocs aren’t going anywhere as folks are back in action. The glamour of the heeled format contrasted by the durability of the industrial boots serves as a testament to the versatility of the iconic foam clogs, colloquially referred to as Crocs.
Afterall, Balenciaga is known for their dramatic statements. Crocs just had to phone an old friend.
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