How Crocs disrupted the shoe industry

Aka the story and history of Crocs shoes

Image Credit: Images via Pinterest, Art by The Style Historian

Once named one of the worst 50 inventions by TIME Magazine, this week we’re unpacking the history of Crocs, the internet’s most polarizing footwear.

From its scientific invention, bumpy ride to success and ultimate comeback with gen z and alpha – the Croc has had an outlasting impact, despite ridicule and questioning side eyes.

But who invented Crocs, and what’s the story behind them?

Let’s get into it.

What is the origin of Crocs? And why were Crocs invented?

In the early 2000s, Americans Scott Seamans, Lyndon Hanson and George Boeddecker Jr., went sailing in the Caribbean – and discovered an idea for a boating shoe, the original purpose of Crocs.

Image Credit: Croc co-founders via Brand the Change.

The trio stumbled upon Canadian company Foam Creations and its material Croslite, that was perfect for a boating shoe – waterproof, lightweight and comfortable.

Eventually acquiring exclusive manufacturing rights, they launched the first Crocs shoe in 2002 – called the Beach – selling out all 200 pairs when introduced at the Fort Lauderdale Boat Show.

Image Credit: The original Crocs shoe called the Beach via Flickr

But the ugly boating shoe quickly gained momentum and the brand developed new street styles outside of its original boating shoe purpose, catching attention from blogs, media outlets and consumers looking for comfort over style.

And because I’m a sucker for a good branding moment, you too might be curious about the name.

Crocs is a nod to crocodiles, and the ease in which the shoes performed both on land and in water – much like the much reptiles that inspired the brand’s name.

Image Credit: Brand the Change,

Why are Crocs so comfortable?

Crocs’ comfort (and cult-like following) is thanks to Croslite, a polymer (the very same invention that created sheer nylons), that reacts to your body heat and molds to your feet for custom fit – while remaining both waterproof, shock absorbing and durable.

It takes only two seconds to create the shoe – raw Croslite pellets are heated until they take on a foam-like consistency and placed in molds. Once there, it takes about 2 seconds (or snapping your fingers three times) for the molds to take. 

There are precisely 13 holes on each pair of Crocs, serving as ventilation to ensure the shoes stay fresh. 

The evolution of Crocs, how did Crocs become so popular?

Quickly becoming the shoe of choice for those on their feet all day instead of its originally intended audience of boaters, Crocs then expanded to a broader consumer base.

Selling 6 million pairs in 2005, the shoes inspired mom Sheri Schmelzer to customize her children’s Crocs with charms. Founding Jibbitz with her husband Rich, revenue grew from $200K USD a month to $2 million a month in only six months.

Image Credit: Jibbitz co-founders via NBC.

Crocs acquired the family-run company in 2006 for $10 million USD, with an additional $10 million promised if future earnings goals were met – Jibbitz remain a lasting part of the Crocs empire today.

But as the financial crisis of 2008 entered, a series of struggles began for Crocs, laying off employees and continuing to restructure its company, with a near-50 per cent decrease in profits haunting the company by 2013.

The Crocs comeback era

With Crocs struggling and no longer harnessing mainstream popularity, a cultural shift began.

While most millennials were ignoring Crocs, younger consumers in high school and university were starting to seek out Crocs, attracted to not only its comfort but also its allure as a method of expression.

But the defining moment for Crocs was at London Fashion Week in 2016, beginning the brand’s ascent into pop culture phenomena.

In Crocs’ first-ever collaboration, fashion designer Christopher Kane dressed models in Crocs with crystals and stones – ushering in the Crocs chic comeback era.

Image Credit: Model wearing Crocs at London Fashion Week in 2016 via Vogue

In an interview with Well & Good, Lucy Thornley, Crocs’ global VP of trend, consumer, design, and product explained,

“Christopher wanted to take something ordinary and make it extraordinary, and in doing so, he shifted the perception of our Classic Clog from practical to fashion-ready. The shift gave people an invitation to boldly express themselves whilst also knowing they could be on-trend and comfortable at the same time.”

Soon after this initial collaboration, Balenciaga introduced four-inch platform Crocs for $850.

Balenciaga platform Crocs collab, Spring 2018, via The Cut.

Collaborations and partnerships have become a key part of the Crocs’ brand strategy – working with companies like Benefits Cosmetics, KFC, Barbie and celebs like Justin Bieber, SZA, Bad Bunny, Post Malone, Diplo, Wu-Tang Clan.

Though I wouldn’t be a good Giggler (iykyk) if I didn’t mention the lost opportunity Crocs had by not doing a brand deal with Hannah Berner and Giggly Squad (don’t tell Paige). Has Hannah singlehandedly brought back Crocs…?

But that’s a story (and a lot of admin) for another day.

With the impact of the pandemic in 2020, consumers were looking for comfortable clothing, including their footwear – Crocs’ popularity (and sales) soared – earning $1.38 billion USD (a figure they’ve more than doubled today at nearly $4 billion USD).

The influence of Crocs on footwear today

Wherever you land on the polarizing Crocs spectrum, the influence of Crocs on modern footwear is huge.

Before Crocs came out, EVA (aka polyethylene vinyl acetate, found in Crocs’ proprietary Croslite) was typically used in athletic shoes only. What made Crocs truly unique is that they were the first shoe made completely out of EVA.

With Crocs newfound success, other brands followed suit, including Birkenstock – whose EVA sandals are now some of the brand’s most popular product, especially with younger consumers.

We’ve seen many iterations of EVA footwear recently, with slides that some call ‘the summer version of the slipper’.

But today, Crocs’ innovation brings questions on sustainability. Crocs are made from crude oil (much like many of the goods we use and love today), meaning they’re indestructible and they’ll never break down at a landfill.

However, the footwear behemoth is taking steps to lighten their carbon footprint for its net-zero pledge – including introducing a Crocs recycling program in the US – you can send back your used Crocs, no matter how worn, to be recycled into new Crocs.  

Are Crocs a gateway shoe?

For many online, they describe Crocs as a ‘gateway shoe’. One day, you’re wearing them only around the house, and then all of a sudden, you’re out in public, charms and all. 

While I don’t own Crocs and have never tried them – I’m starting to understand the allure, and we cannot downplay the shift they’ve brought to footwear, ushering in the EVA-made footwear era.

And there’s enough information on Crocs to do a second part deep dive - this is only a brief overview.

Do you love Crocs? Are you interested in a part two? Let me know below!

Until next time,

-       TSH xx