What a Croc! Polarising plastic clog maker Crocs introduces new designer versions

  • Design
  • February 23, 2017
  • Courtney Devereux
What a Croc! Polarising plastic clog maker Crocs introduces new designer versions

Just when you thought you were free of the plastic horror that is the Croc, you can now buy it covered in fur or diamonds for around $350 as part of a collaboration with designer Christopher Kane.

As Emma Popping wrote in Idealog, the faster the rise, the faster the fall. And Crocs, which were hugely popular for a brief, embarrassing period after it launched in 2006, seem to fit that bill.

Despite becoming something of a running joke, the Croc company, a global disaster which was founded in 2002, is still worth a US$1.198 billion.

The plastic hoof shoe ‘Crocs’ has had its flagship store in Newmarket since 2006. And now Aucklanders can pimp their look with the Christopher Kane designs, which can now be purchased online and will be instore from mid-2017, a collaboration we never asked for or wanted.

The site boasts a healthy number of nine – that’s right, NINE – designs. Described as ‘easy to slip on’, ‘stone embellished’ and ‘perforated detail’, you’d think they were offering a refined piece of jewelry, not a plastic clog. Designs also include a nice marble pattern for those who don't think the fur or rock embellishments are quite enough on their own.

An original Croc

Crocs’ revenue fell six percent to US$324 million from US$345 million a year ago, below the consensus estimate of $348m. And net income came in at US$15.5 million, or 13 cents a share, slightly higher than US$13.4m a year earlier. The foam clog hit a high of US$75.21 in 2007.

The next financial report for the year ending in June 2017 will show if the collaboration with Kane has improved the performance of the struggling company.

 But the new, expensive Croc designs have already made a splash in the latest Fashion Week and, to the surprise of some who believe wearing a pair is a sure sign that you’ve given up on life, they’re almost completely sold out.

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