Words by Rosalind Thacker
With a slow return to normality, fashion and style are back on the agenda – but who would’ve guessed 2022 would’ve been the year of Crocs?
Fashion has a habit of changing its mind. Yesterday, skinny jeans ruled the day, with the likes of Harry Styles and Kanye West serving as the ambassadors of the latest trend. Today, they’re no longer cool, losing their appeal to 90s era baggy jeans, loose-fitting t-shirts and colourful trainers. The point I’m making is this: current trends are never here to stay, meaning older, less cool brands have a chance at redemption, a shot at claiming the limelight once more.
Whilst that is generally true for most established brands (take New Balance, for example), few style enthusiasts would’ve guessed that Crocs would be one of the most talked-about style trends of 2021. Famously, Crocs have been the ultimate comfort shoe, rolled out for the most casual of outings – with dads, in particular, among the brand’s biggest fans.
Yes, we know, few topics are more controversial and divisive than the appeal of Crocs. On the ‘nay’ corner, we have the purists, those who swear by the elegance of any fashion item. On the ‘yay’ corner, it’s all about versatility: how many other shoes can handle the demands of the outdoors, the home, and just about anywhere else?
Given the brands, shall we say, divisive nature, they’ve never really occupied the limelight. At least when it comes to the biggest style trends, that is. But – as with anything – the power of the celebrity can be transformative. So much so is the buzz around Crocs, that they’re likely to be everywhere this summer. Forget hot boy/girl summer, it’s Croc summer.
In 2017, Demma Gavasalia of Balenciaga (perhaps the world’s most nonconformist brand) sent a 10cm platform pair of Crocs down the catwalk. Of course, they were covered in personalised pins (some of which resembled fridge magnets that you would bring home from your holiday to Mallorca). In true Balenciaga style, the Crocs are ‘high fashion’, making the platform bedazzled Crocs the perfect footwear choice for the essential trip to the shed at 10 pm – or the club appearance at 12.
Ever since, Croc sales have skyrocketed. With the power of the internet – and the celebrity – they’ve become the shoe of choice for teenagers and adults alike. And with The royal family – I mean, the Beckham’s – jumping on the trend, there’s no stopping its ascent to the top. For the rocky cliffs of Cornwall, Romeo Beckham chose a yellow pair of Crocs – sending the brand – and teenage girls – crazy.
As luck would have it, other members of Hollywood royalty have joined the Croc gang: Justin Bieber, Nicki Minaj and Pharell have all been spotted rocking a pair. So much is the power of the celebrity, that both Justin and Nicki caused the crash of Croc’s website. Twice.
To cement the return of the croc, Kanye West’s Yeezy had to jump in on the action. Believing his genius is far too superior to collaborate with anyone, he created his own: the ‘Yeezy Foam Runner.’ Apparently, the Foam Runner’s have no similarities to Crocks at all, a completely different shoe – and nobody can tell Kanye otherwise. Rubber Material? Ventilation holes? Heel support? We’ll leave it to you to decide how similar – or not so similar – the Yeezy version is.
Whatever your opinion on their appeal, Crocs are back in fashion. So, for better or for worse, expect to see them everywhere this summer – if not on others’ feet, then yours.