Clog Crazy: How Crocs Went From Boat to Bembury
Since bursting onto the scene in 2002, have forged a unique identity based on functional performance and acute playfulness. Starting out as a wildly successful novelty item available in a hulking array of fruit flavours, the past 20 years of ups and downs have seen the Colorado-based brand evolve into a respected member of the footwear fraternity. Creative partnerships with high-fashion stalwarts and streetwear illuminati paved the way for Crocs to ride the cool-clog wave all the way to the bank, deftly splicing humour with inventive design concepts. With their upcoming release set to propel the brand further into the sneaker realm, there’s no better time to look back at how a rubbery clog became a globally recognised icon of laidback cool.
Nautical But Nice
The nautical origins of Crocs date back to the early 2000s, when three boat-loving entrepreneurial friends set out to produce a watersports shoe that was lightweight, comfortable and floated if it went overboard. Constructed from a proprietary compound known as Croslite, the slip-on, one-piece clog design sold out instantly when it was unveiled at the Fort Lauderdale Boat Show in 2002.
Within a few years, millions of pairs of rainbow-hued Crocs clogs had conquered the world. Making a strategic move towards an expanded lifestyle focus, Crocs acquired Jibbitz – known for producing emoji-like charms that plugged into clog perforations – in 2006. The playful accessories and unique customisation possibilities added entertainment to the Crocs portfolio and would become key pillars of the brand identity over the next decade and beyond.
Cultural Clout
Crocs’ unexpected ascent in the contemporary sneaker space is the result of a carefully orchestrated and ever-expanding collaborative catalogue, several examples of which dominated newsfeeds over the past decade. The first foray into the upper echelons arrived in 2017 when Crocs linked up with Scottish fashion designer Christopher Kane. A year later, minds melted when Crocs partnered with . Helmed by Demna Gvasalia, who was notorious for remixing luxe-fashion with ironically ‘normal’ offerings, the century-old label released a stacked platform model festooned with Jibbitz flowers, stars and peace symbols as part of the 2018 spring collection. The second Balenciaga Crocs release added a ridiculous high-heel clog to the repertoire, before gumboots, mules, pool slides and ‘Hardcrocs’ (complete with metal-stamped hardware) joined the plush canon.
Capitalising on that momentum, Crocs was soon biting surprisingly big chunks out of sneaker calendars through canny deals with creative partners. LA-based came correct in 2018 with skeletal detailing on the Classic Clog, which still fetches tidy sums on the secondary market today. added acres of artificial astroturf to their wacky racer the same year, before Japanese retail mavens laced clogs in all-terrain pouches, leather jacket accoutrements and butch cobra buckles.
Comfort Is King
As 2020 rolled around and the pandemic began to bite hard, no one was prepared for what was about to unravel. With everyone stuck working from home suddenly due to lockdowns, classy leisurewear and ultra-comfy shoes became the trend du jour.
The rise of the mule, also known as the , saw backless footwear spring to the fore. Crocs was one of the key players as perforated chunky clogs segued into daily rotations, normalising their previously unconventional looks. The exponential explosion of interest in relaxed fits and easy-on-off footwear was also a key tenet of GORPCORE, the micro-turned-macro outdoors trend that focused on amateur-level hiking and camping. This was another moment that played perfectly into the world of Crocs, who doubled down with ease on their newfound prestige.
With COVID thankfully fading from memory, the world slowly returned to normalcy. Crocs tapped in 2022 to add a dose of avian flair to his ever growing armada of ‘pigeon’ projects. Nothing says NYC like the ubiquitous grey rats of the sky and Staple referenced his city’s gritty realism with oversized pink feet, chewing gum, coffee cups, rats and cockroach Jibbitz charms.
Next up to the plate was Queens-based clothing brand . Inspired by artists and artisans, founder Angelo Baque splashed paint over his clog colab as a messy ode to the often unheralded talents of craftspeople.
Flush with creative momentum, Crocs powered into 2023 with gusto. Justin Saunders’ label provided a stellar minimalist two-pack, while legendary Boston retailer crafted a trail-ready clog complete with camo-encrusted foam and ripstop stash pockets. UK skateboarding dons released both clogs and slides featuring eclectic patterns and swirling psychedelic textures, while caused mass hysteria with their magnificent denim-clad ‘sashiko’ clogs. It was clear the Crocs takeover was far from a passing trend.
The apotheosis of Crocs’ mischievous spirit was on full display when the outrageously dropped in 2023 for ‘Croctober’, a month-long fan-fueled celebration of the brand that takes place every October. Cavalier context was taken to the max through a joint partnership with , the proto-punk-prank design squad responsible for the incomparable ‘Jesus’ and ‘Satan’ shoe projects. The resulting went viral across the globe as the knee-high glossy galoshes dominated social feeds and Tommy Cash flossed a pair at Paris Fashion Week.
Planet Juniper
The recent history of Crocs can’t be fully articulated without mention of . In 2021, the new-school footwear designer was the first external collaborator to reimagine the Crocs Classic Clog. Using his own fingerprint as the signature design motif, the was celebrated by many as one of the year’s best debut models, before a barrage of back-to-back Pollex designs hit the street in a bewildering array of releases.
After toasting the grand success of the Pollex Clog, Bembury took things to the next level with the announcement of his Juniper project. While there is still plenty of Crocs DNA on display, the is clearly all sneaker and no clog – though it does pack the same Croslite foam that made the original Crocs model such an iconic design. Touching down initially in a ‘Guava’ colour scheme, Bembury’s signature design language and outdoor-inspired tones once again boasted the designer’s own fingerprints splashed all over the midsole. The audacious design and cultural groundswell has the Juniper poised as one of the most anticipated ‘next big things’ in 2024.
With Crocs now appealing to almost every genre of fashion’s mutating subcultures, the brand has more than earned their stripes over the last few years by working with some of the biggest names in streetwear and high fashion. Stacked with gags galore, the brand’s playful identity offers a refreshing and charming counterpoint to fashion’s innate seriousness. With two decades in the game, the humble brand based in Colorado seems more than prepared for whatever the future brings.
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