Clawless front nose, holes, and rough silhouette suggesting bathroom shoes. Classic Clog, the main product of Crocs, an American shoe maker, was criticized for being ugly. Time magazine once called it the world’s worst invention.
The reversal came from comfort. Word of mouth spread among professionals such as doctors and nurses, and the true value of Crocs began to be revealed. The sales jumped dramatically. Sales of Crocs soared from 24,000 dollars in the first year to 1.2 million dollars in the following year. The sales amounted to about 4.04 billion dollars last year, growing into a global company that sells more than 100 million pairs a year in 85 countries around the world. And the transformation of “ugly shoes” is still ongoing. At the “Complex Con Hong Kong,” a global street fashion and culture festival held at the Asia World Expo in Hong Kong, Crocs caught the eye of visitors. On the day, Crocs introduced its first new product, “Ripple,” which was introduced by legendary shoe designer Stephen Smith. Apart from the round and rugged shape of Crocs, Crocs applied a sneaker-like silhouette. The front nose of the shoe is lowered, and the side line is sleek.
What stands out in particular is the all-in-one structure. Instead of attaching the upper and the sole separately like regular sneakers, the Crocs have been redesigned in three dimensions while maintaining the Crocs unique “integrated mold structure.” Inside, it is applied with “Melo Foam” that enhances shock absorption. It is a re-design strategy that changes its appearance while maintaining the function. This is why it looks like a different style of shoes even though it is a familiar Crocs. At the venue, 150 pairs of limited edition Ripple products in dark gray graphite and dusty olive colors were sold out in a day, and some popular sizes were so popular that they were sold out in a single day. “Ripple will be an important design milestone to expand Crocs’ mold design into a sneaker shape,” a Crocs official said. In recent years, Crocs has been attempting various variations through boundaryless collaboration. In 2016, Crocs decorated with famous designer Christopher Kane and jewelry jibes were introduced, and in 2017, Balenciaga, a luxury brand company, created Crocs with a heel of 10 centimeters and put them on the stage for a fashion show for $850 in 2017. Products that have collaborated with popular pop stars such as Post Malone, Justin Bieber, and Bad Bunny were also hot topic of conversation. Some of them were sold at higher prices than the regular price in the resale market. Another big contributor to the success is “Zeevitz™.” This accessory, which can be inserted into an 8mm diameter hole on the top of Crocs shoes, has turned Crocs into a huge playground. Fast food company KFC has added chicken-coated crocs with chicken legs shaped like jeevitz, while Microsoft has brought game Minecraft images to their shoes. In collaboration with Lego Group, the company has recently introduced a Lego brick-type zeevitz. It is like applying the joy of play that Lego gives to shoes.
This design experiment has changed the perception of consumers. For MZ generation, Crocs are no longer “slippers” for convenience stores in front of their homes. They wear Crocs with their own personality when dating or having a party with friends. They even make an unconventional choice by matching “wedding Crocs” with their wedding dress. Crocs appear in the most glamorous moment in their lives. Crocs are hip and ugly.
SALLY LEE
US ASIA JOURNAL
