The Cultural Pivot of Crocs

By Deborah Ojo

The history of Crocs is a unique example of how a product can move from being one of the worst inventions to becoming a household name - now a product loved by medical professionals and a stylish accessory.

Launched in 2002, Crocs were originally designed as a functional tool for boaters, designed to serve fishermen both on land and water.

The creators, Scott Seamans, Lyndon Hanson, and George Boeddecker Jr. used a specific type of this resin called Croslite to make the shoes comfortable and functional, drawing inspiration from the amphibious nature of the crocodile.

Like most disruptive products, it faced its own share of mishaps and criticisms.

Beyond being mocked for their look, the shoes faced serious safety concerns.

In 2008, the Japanese government requested that Crocs change its design due to the number of damages to children while using escalators. Crocs developed three new models in 2009 as a response.

Today, the brand is popular among medical professionals, though some hospitals prohibit variants that aren’t closed up or healthcare focused.

However, Crocs’ popularity is not solely as a result of its functionality and softness but also a result of the power of the media.

The first-quarter sales of Crocs tripled in 2006 to 2007 following increased visibility.

Later In 2015, Prince George wore a blue pair at a charity event, which reportedly led to a 1500% increase in the next week.

Ironically, the public hate of the early 2000s also boosted the popularity of Crocs. Critical essays like Steve Tuttle's famous piece for Newsweek garnered much attention for the brand.

More recently, high-fashion partnerships with Balenciaga and collaboration with celebrities like Justin Bieber, Nicki Minaj have led to limited-editions that sold out quickly.