Depending on where you sit on a whole variety of spectrums, the news that Crocs are closing down their remaining manufacturing plants will either leave you devastated or elated. This could be the beginning of the end for a company which has already closed a reported 160 stores over the last year in an attempt to optimise sales tactics.
On the face of it, this instance of natural selection — the industry weeding out a smear of footwear style — is a good thing. However, colabs with brands like Vetements have helped Crocs rebrand as a kind of clout-clog worn by those rebelling against companies who have released the same sneakers year after year since 1990.
In a statement to Fast Company, Crocs says the factory closures are more of a pivot. ‘As we streamline our business to meet growing demand for Crocs, we’re simply shifting production to third parties to increase our manufacturing capacity’. That could be true, but we don’t know of any struggling company that wouldn’t downplay losses. If this is Crocs’ death rattle, we’ll let you know when to mourn or celebrate accordingly.