Despite being a divisive brand, they have continued to gain immense popularity, especially with the influx of new Crocs in 2024. Widely regarded as aesthetically displeasing, Crocs is in the midst of a renaissance, a reputation revamp, hitherto unseen in the footwear industry.

Embodying the oxymoron “so ugly they’re cute”, the paradox forces us to reconsider our own basic assumptions about beauty. While we typically associate beauty with objects we find pleasing to look at, and agree to disagree on specifics, Crocs defy both conventions.

The Roots’ Questlove rewriting the rules of formality in Crocs (Source: Highsnobiety/Getty Images)

Their ugliness is undeniable, yet they hold undeniable mainstream appeal. From celebrities like Questlove (famously wearing them on red carpets), Post Malone (himself a Crocs collaborator) to your average toddler, Crocs transcend demographics. This ubiquity among Gen Z-ers, healthcare professionals, and everyone else begs the question:

Why are so many people wearing Crocs now?

A Trend Beyond Visual Pleasure

Footwear trends in the past decade are best exemplified by two distinct silhouettes: the adidas Ultraboost, and its antithesis the Crocs Classic Clog. While both have garnered significant attention, their paths to popularity diverge dramatically.

Once championed by Ye before his own YEEZY offshoot, the Ultraboost was not only a paragon of comfort with its trailblazing Boost technology, but also a testament to contemporary aesthetics. If that justifies its popularity, the same case is harder to make for the Clogs.

Traditionally, aesthetics are linked to beauty, often defined by what’s visually pleasing. Crocs, with their clunky build and often ostentatious colors, defy this prinicple. Social media influencers, for example, don Crocs not to showcase inherent beauty, but rather to signal their participation in a trend—a performative act of belonging to a specific online “network”.

Crocs collaborators that contributed to the brand’s cultural cachet: Post Malone and Justin Bieber (Source: Crocs)

Comfort and Convenience

The enduring popularity of Crocs, despite their oft-maligned aesthetics, compels us to delve deeper. While some may scoff at their bulbous form and vibrant hues, there’s an undeniable allure that transcends mere looks. Comfort and convenience, the cornerstones of pandemic living, have found a champion in the humble Croc.

The recent rise of alternative footwear like Salomons reflects a shift towards practicality in the face of a global crisis. Confined to the home, aesthetics took a backseat to comfort and the ease of slipping on and off. Crocs, with their simple, breathable foam construction, perfectly filled this void. They became the go-to companions for lounging and quick errands, offering unparalleled comfort without the hassle of laces or buckles.

Even as the world cautiously emerges from its pandemic cocoon, Crocs continue to ride this wave of practicality. Their inertia is fueled by the realization that comfort needn’t be sacrificed for style. Perhaps, in a post-pandemic world, Crocs represent a newfound appreciation for ease and relaxation, a reminder that true style can co-exist with functionality.

J. Cole at work in Crocs (Source: @simonchasalow)

Cultural Cachet

Comfort and convenience, undeniably, play a significant role in footwear choices. Yet, the ubiquity of Crocs transcends this simple explanation. Were comfort the sole driver, our wardrobes would be dominated by modern running shoes, relegating Air Jordans, retro sneakers and the like, to the fashion fringes.

However, the enduring popularity of the Air Jordan 1 speaks volumes. Its staying power lies not solely in comfort, but in its cultural cachet—the rich narratives woven into its very DNA. Crocs have rapidly built their own, despite their acceptance by the gens du monde being relatively recent. Social media, the engine of modern influence, has been instrumental in this rise.

The embrace of Crocs by high-profile figures like Justin Bieber has sent shockwaves through the fashion landscape. His ardent fanbase, ever eager to emulate their idol, readily adopted the trend. This rapid dissemination of cool, fueled by social media’s echo chamber, propelled Crocs from a utilitarian shoe to a cultural phenomenon.

Simone Rocha x Crocs; MCM x Crocs; Nicole McLaughlin x Crocs (Source: Highsnobiety)

Collaborations

The undeniable comfort of Crocs is no longer the sole explanation for their ubiquitous presence. Much like the Air Jordan 1, the Crocs Classic Clog has transcended its utilitarian origins to become a versatile canvas for cultural expression. This newfound cachet is fueled by a multitude of factors, not least of which is the explosion of collaborative designs.

Similar to the Air Jordan’s endless variations, the Crocs Classic Clog has proven remarkably adaptable. Collaborations have breathed fresh life into the familiar silhouette, each adding a unique twist while retaining the core identity of the shoe.

A candidate for the best Crocs collaboration of the year: Futura x Salehe Bembury x Crocs (Source: Crocs)

BEAMS integrated pockets for added functionality, while Nicole McLaughlin transformed them into a whimsical survival kit complete with trekking tools. KFC even dared to push the boundaries with a chicken wing attachment (a testament to both the shoe’s versatility and the audacity of modern marketing). Lest we forget, Simone Rocha and MCM‘s (literally) elevated takes.

However, no collaborator has perhaps raised Crocs’ cultural cachet quite like Salehe Bembury. His audacious Pollex Clog reimagines the blueprint entirely. Inspired by a fingerprint, Bembury streamlines the traditional build, creating a more palatable shape that appeals to both the casual wearer and the discerning fashion crowd. The Pollex Clog exemplifies the transformative power of collaboration, pushing the boundaries of design while staying true to the Crocs legacy.

Salehe Bembury and his brainchild: the Crocs Pollex Clog (Source: New York Times)

Personalization

Rarely does a shoe become a blank canvas as versatile as the Nike Air Force 1. An invitation to self-expression, this unique quality is amplified by the ingenious Jibbitz system—a collection of small charms that transform the Clogs into a personalized statement piece. A feature unique to Crocs.

Jibbitz come in a dizzying array of forms, encompassing everything from whimsical characters and pop culture icons to playful messages and personal mementos. Each collaboration breathes new life into the Jibbitz universe, offering bespoke collections that reflect the spirit of the partnership. This vast thematic spectrum allows wearers to curate their Crocs into a reflection of their unique personality and interests.

Imagine a canvas adorned with Hello Kitty charms alongside your favorite band’s logo, a constellation of tiny planets next to a motivational quote—the possibilities are as endless as one’s imagination. Jibbitz become a miniature language, a playful way to communicate your passions and interests to the world.

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Few brands have navigated the treacherous waters of public perception quite like Crocs. Once relegated to the realm of questionable footwear choices, they’ve staged a remarkable comeback. Their ascent may not have been meteoric, but their current trajectory suggests a lasting reign, a testament to their adaptability and unexpected appeal.

As Crocs bask in the spotlight, we, the wearers, are presented with a unique opportunity. Let us cast aside preconceived notions and embrace the comfort and creative freedom they offer. The Crocs story is far from over, with new collaborators waiting to lend their artistic vision and innovative minds to push the boundaries of footwear design.

However, focusing solely on the future would be a disservice to the present. For those seeking to join the Crocs revolution (or perhaps add another pair to their collection), the SNKRDUNK App offers a treasure trove of recently released, sold-out styles.

Embrace the comfort, revel in the personalization, and celebrate the unexpected. For better or worse, Crocs have become a symbol of our collective willingness to challenge convention and redefine what it means to be stylish.

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For the latest releases, breaking news, and exclusive interviews, stay tuned to the SNKRDUNK Magazine and @snkrdunk on Instagram. Explore the SNKRDUNK App too and don’t forget to use our welcome code from the banner below before making your first purchase. Additionally, if you would like to try a pair out, visit our stores in Singapore and Japan!

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