Has there been a shoe more hated than Crocs? The shoe’s been on the receiving end of fashion criticism and countless stink pieces for its, let’s say, unique design. It’s a clog. It’s a slipper. It’s made of some kind of plastic.
Started in 2002 by Lyndon Hanson and George Boedecker, Jr., Crocs began after the two had learned of an antimicrobial resin foam developed by a company called Foam Creations. They used this newly-developed injection-moulded foam to make their first shoe, a waterproof boat shoe design called the Beach. They introduced the shoe at the Fort Lauderdale Boat Show (because, of course) and sold through 200 units they’d produced at the time. The shoes were a huge success and have since sold hundreds of millions around the world.
The brand has endured despite several precarious economic climates. It seems to be recession-proof. In 2008, just as the last recession began, Crocs lost a reported $185M, cut approximately 2,000 jobs and closed dozens of stores around the world. This left the company with hundreds of thousands of surplus stock and many thought that this spelled the end of the brand. But, Crocs eventually bounced back.
Time and time again, Crocs seems to buoy back to the surface, and not just financially. From the beginning, the shoes have had a loyal following thanks to their comfort and functionality. The year’s since Crocs’ introduction, the brand has withstood a gauntlet of ridicule and fashion hazing only to nab coveted collaborations with high-profile brands like Balenciaga, Pleasures, Beams and even KFC, to be regarded as a modern-day classic, a story not dissimilar to Birkenstock.
It’s inspired imitations, homages and high-end re-imaginings. Today, the Merrell Hydro Moc is the subject of fashion circles, thanks in part to Kanye’s Foam Runner, but bears much resemblance to the original. Crocs had to crawl so West could run. But now Crocs is cashing on the hype as well with a collab Croc silhouette by superstar designer Salehe Bembury.