With the comfort-oriented hole shoes, this time on tiptoe, with a column inserted underneath like a Lego toy block, Balenciaga and Crocs' second collaborative product, the hole heels, was born.
After the release of this pair of shoes many people have commented that it is simply ugly, but if you see it a few times, perhaps you will also feel that the design is very witty?
The only person who can design with such a sense of humor is Demna Gvasalia. He's always recombining objects that already exist to make designs that challenge the public's perception. Remember the water table holey shoes that appeared on the Balenciaga runway in 2017?
After the appearance of the countless people mocked, but the price of $ 850 did not stop those who catch the fashionable people, this thick-soled shoes were snapped up before they even entered the store, and became a product that frequently appeared in the media headlines that year.
This phenomenal rush once again refreshed people's definition of what a cavernous shoe is. Once listed as one of the world's 50 worst inventions in 2010 by Time magazine, the holey shoes had a 180-degree turnaround after the arrival of the new CEO in 2014. Especially after 2017, a whole new definition of the cavernous shoe was given in the context of culture, no longer forcing consumers to choose between comfort and style.
Prior to this, the public's perception of cavernous shoes seemed to have been stuck on practicality, so much so that for a long time it was difficult to turn them into a fashion item. A large part of the reason why holey shoes can rewrite their own history is because it makes good use of the trend culture.
By constantly collaborating with the trendiest brands and hipsters, the brand has upgraded an ordinary and even a little bit ugly shoe into a symbol, turning the silly holey shoes into a synonym of trend. Even in the last few years, to be able to co-brand with cavernous shoes has become a kind of endorsement, the person definitely has to be the traffic leader in their industry.
Before Demna Gvasalia pushed the water platform hole shoes to the "climax", the British independent designer Christopher Kane in 2016 for the first time to bring the hole shoes on the London Fashion Week catwalk, his tenth anniversary collection. As the first designer to eat "crabs", Christopher did not do too much deformation of the cavernous shoes themselves, four marble design embellishments to do decoration, more is to let the shoes and boots itself to serve the whole season of fashion design.
Subsequent collaborations have also seen brighter runway-only pieces.
The first shoe collaboration with Post Malone started a little higher. After its release, Vogue magazine gave it high marks, "Believe it or not, the most coveted shoe of the year is the Croc... Post Malone's Crocs, to be exact."
The hip-hop big man was a hit, and the holey shoes, which sold out within minutes of their release, led to a second collaboration a month later, and three more after that.
His latest collaboration is the Crocs Duet Max Clog II, which was released last December and is now in a sold out state on the official website as well. The rapper's collaborative holey shoes usually retail for $60, but can now go for hundreds of dollars on resale sites.
What's the coolest brand? Aside from Supreme, CHINATOWN MARKET and BEAMS are both on crocs' list of co-branded collaborations, and in their first collaborations, the former went straight to laying lawn all over the upper, while the latter hung pockets at the laces, which does look like something hipsters would do.
There's a first time and then there's a second time, and after the first collaboration, the two labels used more imagination on the crocs, and CHINATOWN MARKET continued to contribute fresh ideas in the next five collaborations, especially last September, a colorful tie-dye holey shoes inspired by the Grateful Dead, which references the band's 1973 album History of The Grateful Dead, Volume 1, along with the band's dancing bears in a tribute to the vintage band.
See crocs have so hot, many fashion brands also followed, for example, now has been bankruptcy reorganization of the New York senior luxury department store BARNEYS NEWYORK and the British old luxury store LIBERTY, although the cooperation out of the style is difficult to give evaluation, but the name here is the card face.
The two companies reached an agreement in January and completed the release in February directly at New York Fashion Week.
With a string of co-branded collaborations and a high-profile hire, a former Nike executive to manage growth in this particular period, holey shoe owner Crocs has ranked No. 1 globally in the non-athletic footwear and boots category over the past 12 months impacted by the outbreak , and its stock has broken all-time highs several times.
The Colorado-based brand said in its report that all categories showed growth in the first quarter of 2021, with revenues up 64 percent year-over-year to $460 million and digital sales up 75.3 percent (32.3 percent of revenues), a series of financial performances that sent shares up 16 percent.
There are many reasons for such numbers, not the least of which is the support of Justin Bieber and the brand collaborating on a new collection.
Justin Bieber and Drew House have collaborated with Crocs twice since last year. the first collaboration, back in October, saw the release of a drew house branded signature yellow holey shoe with eight small snaps, a smiley face logo, a rainbow, a daisy and a pizza slice. According to the brand, the style sold out in the U.S. market within two hours.
For the second collaboration in March, JB went for lavender colored classic crocs with cartoon-style snaps and a pair of drew house branded white athletic socks. Unsurprisingly, this one also sold out immediately after its release.
Just a few days ago, crocs got a new collaborator - newly crowned Grammy-winning DJ Diplo, once again capturing the industry's traffic leader. It's not unlikely that you'll see any DJ wearing the same style playing live in a nightclub in the next couple of days.
The celebrity effect is still a tried and tested strategy for major brands, with the sports industry bundling the first three Grand Prix; the luxury industry looking for brand ambassadors and friends; and consumer brands like Crocs, perhaps once again proving the importance of celebrity bundling for brand development.
Once voted the worst invention of all time, crocs now seems to have embraced and adapted to this black and red brand identity. As it was written on crocs website when it was originally released, "We are different and that makes some people uncomfortable." , but after the last few years, and especially through last year's epidemic, Crocs, with sales of just $1.39 billion, now has a market capitalization that exceeds that of retail giant Macy's.