- Words Isabelle Cassidy
Crocs were the second fastest growing brand this year. From Stormzy on BBC Breakfast to an endorsement from the King, who was wearing the shoe in 2022?
Cast your mind back – let’s say a decade – and consider the footwear on your wish-list. Perhaps it was a pair of creepers, some Fila Disruptors, or dare I say it – some wedge-heeled trainers. A pair of shoes very unlikely to have featured in your letter to Santa, the Croc foam clog. Although your chef-friends may have held the comfort and practicality of the shoe close, in 2010 the brand featured on Time magazine’s list of the 50 worst inventions. The digital director of GQ even offered the style tips: “they are not good”, “respect yourself enough not to wear Crocs.” The scales tipped so far in-fact, that Crocs had nearly gone bankrupt a few years before, forced to cut jobs on a huge scale in 2008.
No longer gripped by contentious debate, in recent years Crocs have been slowly nudged away from the sphere of the unacceptable, now firmly in the almost-universally accepted mainstream. So much so, that according to data from Morning Consult’s Fastest Growing Brands, Crocs were the second fasting growing brand of 2022. Financial worry left in the past, the company reported an annual revenue of $2.3 Billion this February. Missing the list’s top spot only to the technological giant Meta, (aka owners of Facebook, Instagram, and WhatsApp), there’s no doubt that 2022 really has been the year of the Croc.
From collaborations with top fashion houses, to Stormzy wearing a pair on BBC Breakfast, we run down the 2022 highlights that have defined the rise of the foam footwear.
A Flatform Clog Graced Vogue
Starting the list with a high-fashion appearance that well and truly demonstrates the shift Crocs have made in the last decade, the shoes got Vogue’s seal of approval earlier this year when Rowi Singh wore them for a digital cover.
The Infamous Balenciaga Collab
A collaboration that no one saw coming was Crocs X Balenciaga, and before the recent controversies, they were among the most questionable output of the luxury brand. From a high-heeled version, to a rubber-croc-wellie, and the stacked sole as modelled by Bieber himself, they certainly make a statement.
Crocs Fit for a King
David Hockney cemented his national-icon status recently, wearing bright-yellow Crocs to meet none other than the reigning King himself. Getting the royal seal of approval, King Charles is quoted as remarking, “Your yellow galoshes! Beautifully chosen.”
You’re Getting Way Too Big For Your (Crocs)
Big Mike showed us he’s never too big to put comfort first, his black Crocs getting a shoutout for their appearance on BBC Breakfast while the rapper promoted his new album. Apparently they were a gift, so whoever they came from, we thank you.
SZA’s Collection
Back with a new album today, SZA’s Croc collection also dropped this month bringing some Y2K vibes to the brand. Fur-lined and denim-heavy, if you wanted to get your hands a pair you had to move fast, with the collab already sold out.
The Salehe Bembury Treatment
Much to the delight of sneakerheads and crocs-fans alike, who better than vice-president of sneakers and men’s footwear at Versace to offer an avante-garde take on the silhouette? They launched at the end of 2021 but have continued to see celeb fans and red-carpet appearances well into this year.
All the Collabs
One of the secrets to the success of Crocs this year has undoubtedly been their commitment to collaboration. Alongside the likes of SZA and Salehe Bembury, Crocs joined forces with Lazy Oaf, Christian Cowan, Balenciaga, MCM, Palace and more in 2022.
Love at the Grammys
Another strong red carpet showing to round-off the list – Questlove was one of the aforementioned Salehe Bembury croc-wearers bringing an unconventional style into the mainstream. Their appearance at the ’22 Grammys was one of this year’s foam footwear highlights.