The long-lasting empire of Crocs is a phenomenon that truly and wholeheartedly baffles me. Like many other kids who grew up in the early 2000s, the cultural Croc revolution grabbed me by the jibbitz and guided me through adolescence. I was the proud owner of both hot pink AND purple rubber clogs, and I adorned them with jibbitz— the small rubber charms held in place by Crocs’ signature holes- and stomped my way across the USA. It was a blissful existence, but they went to their rubbery grave because all trends eventually die.
Or so I thought.
Years later, in 2018, Crocs released their collaboration with Balenciaga, selling platform Crocs for $850 a pair. They first debuted on the Paris runway and immediately made waves with designers and consumers alike. Reactions were mixed, memes were made, and many questioned their sense of style, but the bottom line? People were talking about Crocs again. Soon enough, Crocs made a resurgence. Although they wouldn’t go for the platforms, almost everyone on my soccer team bought them in an “ironic, but actually not ironic” way. They served their purpose as shoes that were both easy to slip on after a game and resistant to the dewy grass and mud. Eventually, I was beginning to see them on other people, as well as on social media. Crocs were returning to power.
After their initial partnership with Balenciaga, they continued their steady rise through fashion ranks. No longer were they marketed solely (haha, get it– sole) as comfortable waterproof shoes that could be worn everywhere— now they were respected in the high fashion industry. Balenciaga’s affiliation with Crocs made them camp, and since that initial showing on the runway, they’ve collaborated with brands like Chinatown market and Pizzaslime. Both Justin Beiber and Post Malone have designed crocs, and Elliot Page wore them on the red carpet. The luxury fashion route was the key to the everlasting impact of Crocs.
Now it’s 2022, and Balenciaga has done it again. For their Spring 2022 Clones collection, Croc™ Madames are available in black, green, pink, and white. For just $625, you too can own a pair of heeled crocs. Accompanied by the best branding name ever, Croc Madames are just about the most ridiculous shoes I’ve ever seen, yet I love them. Named after the French dish, the Croque madame, these shoes appeal to the ultimate American consumer mindset – our fascination with French culture. The name calls to mind a lunch date with Coco Chanel. We sit under the awnings of a cafe and gaze at the Arc de Triomphe, all while wearing our heeled rubber clogs. In my opinion, it’s a genius marketing move.
I don’t know if I’m just accustomed to weird accessories because I study at art school, but these new shoes are simultaneously the best and worst things to happen to fashion. Despite my reputation as an accident-prone person with disproportionate limbs, seriously messed up joints, and a broken foot that’s currently in a boot, I want a pair. I’m not even sure how they’re meant to support a human foot, but the appeal of the Croc Madame is too strong. Demna, if you’re reading this, I’m a size 10 in women’s and quite partial to pink.
The lasting impact of Crocs continues to surprise me, and now I’m weirdly invested in their journey through the ranks of high fashion. I have no idea what Crocs will have in store for the future if they will continue collaborating with Balenciaga or how many variations you could spin off of rubber clogs, but I’m excited.
Words and Graphics by Caroline Tetlow.