- Crocs have embraced their unapologetic design to become a streetwear icon.
- Organic content like the TikTok phenomenon has propelled Crocs into the cultural zeitgeist.
- Crocs have found a unique niche that bridges comfort and style.
I remember a time when wearing Crocs would have been social suicide; an irrevocable fashion faux pas that would have been enough to remove you from the invites list to the secret house party on Facebook, shunned down the corridors or wiped from the WhatsApp contacts for the next gathering.
The chunky, perforated clogs were the hallmark of comfort-over-style, favoured exclusively by elderly gardeners or dads on camping trips. But today, Crocs are no longer the pariah of footwear. Against all odds, they’ve become one of the most coveted accessories in the streetwear world. Yes, Crocs. Cooler than Nike. Cooler than Yeezy.
Crocs’ Collaborations Changed the Narrative
How do I know this? I’m the proud owner of the brand’s new Echo Clog, the first foray into the street style that breaks away from the traditional design that earned Crocs its enduring ugly reputation.
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The brand’s renaissance can largely be credited to its clever partnerships with cultural icons. Hip Hop star turned Country cowboy Post Malone was an early adopter, teaming up with Crocs to release a series of custom-designed clogs that sold out faster than Supreme drops in 2018 and 2019. It was the height of Post Malone’s early success after the release of his second album Beerbongs & Bentleys when the Texan singer and rapper was outselling every other artist in the charts.
Justin Bieber, Bad Bunny, and even Spanish fashion house Balenciaga followed suit, each injecting their unique spin into the classic Crocs silhouette. Of course, I’m not getting completely drunk on the Cool-Aid; the Balenciaga collaboration with Crocs produced some of the most hideous footwear I’ve ever seen. But suddenly, these once-derided shoes were on the feet of not just your eccentric uncle but Gen Z tastemakers, hip-hop artists, and TikTok influencers.
Crocs had shaken their inherent ugliness to carve out a new niche at the intersection of pop culture and irony – a space few brands dare to occupy. Crocs have always represented unapologetic, almost rebellious, ugliness, but I think this is what helped shape the Crocs renaissance in those early days of the rebrand.
When Did Gen Z Fall in Love with Crocs?
Now, wearing Crocs, whether ironically or not, was no longer a statement, burdened by the weight of public opinion. When everyone else is trying to outdo each other with high-fashion sneakers and meticulously coordinated outfits, slipping into a pair of Crocs represented both a sartorial shrug and a bold exclamation point. It was a paradox: their very resistance to traditional fashion norms is what catapulted them to cultural relevance within the Gen Z market.
I must admit, I wouldn’t have gone near the brand had this not been the case. My everyday fits don’t exactly break the mould; there’s no Getty photographer hiding in the bushes waiting to capture my daily all-black ensemble with contrasting white Air Force 1s.
Perhaps that’s why I’m leaning towards my latest pair so fervently: they’re the low-fuss, low-effort option for the everyday. You can wear them to make a statement, to spark conversation, or simply because they’re comfortable and practical.
The ageing gardeners and dads on tour were onto something because I’ve never had a pair of shoes that required such little thought behind them but hug my feet in all the right places and I can shamelessly claim to be a statement piece in my fit.
I Love My Crocs Echo Clog
The new collection that I’ve managed to get my hands on boasts Croslite™ construction and a LiteRide™ drop-in footbed, offering support and comfort for the wearer, whether that’s walking around the house or even taking them to the office… which I did for the first time this week, prompting a “What are those?!” reaction from my boss and subsequently sparking this write-up.
It’s this duality that effortlessly bridges the gap between irony and utility that has enabled Crocs to do a full 180 and dominate the conversation, moving from footwear outcast to cultural phenomenon. Few brands can claim to straddle function and fashion this effortlessly, and even fewer can spark the kind of discourse that Crocs have.
Crocs Has Benefitted from Organic Meme Culture
Meme culture too has helped Crocs break into the intersection of the next generation. Applying the Crocs built-in “sports mode” – a playful nod to their perceived impracticality – has become a cultural meme in its own right. Videos of creators sprinting across the screen with their Crocs locked in have amassed millions of views, doing more for the brand’s visibility than any high-profile collaboration could.
It’s a perfect example of organic user-generated content, with Gen Z consumers taking the reins of the narrative and reshaping it in their own image. The key takeaway for brands looking at Crocs as a case study here is authenticity. You only have to look over at Jaguar as a brand in freefall after relying on carefully curated campaigns to appeal to younger demographics.
Crocs’ approach feels natural and unpretentious. Their viral success isn’t the result of overproduced ads but rather the organic adoption of the brand by a community that has bought into the inherent values in the brand’s playful, “don’t-take-yourself-too-seriously” ethos.
Personally, I can’t pretend that I’m wearing these to tap into some long-lost playful energy I’ve no doubt been suppressing. I just think they’re cool. Honestly, I’m not trying to make any statement; I’m simply enjoying Crocs’ time in the sun as much as the next guy. But I can’t help but dread the day I wake up and find they’ve slipped back into uncool territory. Until then, I’ll be here, rocking my Echo Clogs, one blissfully ironic step at a time.
