The company witnessed a rise, a fall, a rise again, and another fall, and now it has grown into a trend
In the world of footwear, sneakers are undoubtedly the crown jewel. From Jordans to the Ozweego, the sneaker craze is as real as it gets. However, in recent times, there’s another footwear format that has spiralled into a trendy fashion.
The footwear in question is a clog, and the biggest clog brand in the world is Crocs – a company that has had a rollercoaster ride, to say the least.
Crocs was founded in 2002, and the company’s idea was to cater to comfort and utility. In short, function over form.
The company, with its anti-slip heel and aerating holes, targeted those in the nursing profession or those who worked in kitchens where comfort and dependability mattered the most.
Crocs were doing great as a company with massive sales figures, but when the financial crisis hit the world in 2006-2007, Crocs took a nosedive.
On the other hand, the popularity of Crocs did not go well with the fashion industry. In 2010, Maxim magazine ranked Crocs as the sixth worst thing to happen to men.
The business nosedive and the negativity made Crocs fade from the market by 2016.
In 2017, Andrew Rees took over as the company’s CEO, and instead of following the past strategy, he decided to do something new.
Rees got in designers and brought quirky Crocs into the market. Collaboration with brands and global stars became a part of the boardroom’s daily discussion. Gradually, the Crocs made a comeback and became a fashion trend.
