The remarkable Crocs makeover—transitioning from an ugly gardening shoe, to staying a cheeky large-vogue favorite—began back in 2016, when the model marked its to start with manner collaboration with designer Christopher Kane, who embellished its classic Clog silhouette with chunky mineral stones. “I bear in mind asking Christopher, ‘Why do you want to lover with us?’” claims Thornley. “And he explained, “I want to acquire some thing common, and make it incredible.’” Given that then, Crocs has continued to infiltrate the vogue space, collaborating with fashion residences like Balenciaga in 2017 and streetwear creatives like Salehe Bembury in 2021 (the two partnerships are even now heading). “We constantly find associates who authentically connect with our manufacturer,” states Thornley. “One matter that we have usually heard from partners is that we don’t get ourselves way too seriously—we’re often up for doing a thing unique.”
Even though the Typical Clog still stays its greatest-vendor globally—with its Traditional Sandal and Traditional Slide styles undertaking properly for the model, too—the label’s foray into the luxurious room has substantially to do with its partnership with Balenciaga, who has reinvented the Croc as platforms, rain boots, and even heels. “What I price so significantly about [the Balenciaga] partnership is how authentic the crew is,” claims Thornley. “They desired to value what we do inside the molded room, and they definitely desired to stand for shade.” Their recurring Bembury collaboration on the Crocs Pollex, meanwhile, characteristics an eco-skeletal seem and continues to offer out. Re-sale pairs presently go for as much as $1,000, 10x the initial selling price. “This sense of fandom that is happening for the brand has been super gratifying,” suggests Thornley.
Crocs have even begun to acquire about the pink carpet, way too. At the 2021 Oscars, DJ Questlove wore a pair of golden Crocs. Justin Bieber and Teyana Taylor have also equally worn the system Balenciaga Crocs this 12 months (Bieber at the Grammys, and Taylor the Billboard Awards). These haven’t been paid placements. “That is a genuine and reliable link to the brand name,” states Thornley.
In addition to their buzzy moments inside the fashion and superstar areas, however, Thornley also desires to aim interest again on the in-property style and design team this year. Inside the Crocs style and design studio, Thornley’s team operates as any other layout home would: They hold inspiration meetings, examine macro traits, and their perfect consumer. “We want a workforce that feels like they can thrust boundaries and assist transfer the brand name ahead,” suggests Thornley.