Crocs, the foam clog shoes with ventilation holes all over them, have seen a major resurgence in popularity in recent years. Originally created in 2002, Crocs were hugely popular in the late 2000s before facing backlash for being seen as unfashionable. However, in the last few years, Crocs have made a comeback, particularly among Gen Z consumers.
The History of Crocs
Crocs were created in 2002 by Scott Seamans, Lyndon Hanson, and George Boedecker. The shoes were originally designed as boating shoes, with a foam material called Croslite that made them lightweight, slip-resistant, and comfortable. In 2003, Crocs launched their iconic Classic Clog model, which became instantly popular. By 2006, Crocs had sold over 100 million pairs of shoes worldwide.
Crocs continued to grow in popularity through the late 2000s. They were seen as comfortable, functional shoes for activities like gardening, cooking, and walking around the house. However, they also developed a reputation for being unfashionable and ugly. As trends shifted toward sleeker athletic shoes in the early 2010s, Crocs fell out of favor and sales declined.
The Crocs Comeback
In recent years, Crocs have begun to make a comeback. They’ve rebranded themselves through collaborations with major fashion brands like Balenciaga and Post Malone. Gen Z consumers have gravitated toward 1990s and early 2000s fashion trends, leading to a renewed appreciation for Crocs’ iconic “ugly chic” aesthetic.
Crocs have also benefited from general fashion trends shifting toward comfort and functionality during the COVID-19 pandemic. As more people work from home and limit trips outside, comfortable shoes for wearing around the house have become more popular.
Crocs Popularity with Gen Z
Gen Z, defined as those born between 1997 and 2012, make up a large portion of Crocs’ revived customer base. In 2021, Crocs reported record revenues, with consumers under 35 representing 70% of their total sales. There are several reasons why Crocs have particularly resonated with Gen Z consumers:
- Nostalgia – Many Gen Z consumers have fond memories of wearing Crocs as children in the 2000s.
- Retro trend – Gen Z loves retro fashion from the 1990s and 2000s.
- Comfort – Crocs are comfortable for casual wear and working from home.
- Customization – Crocs can be customized with charms to showcase personality.
- Collaborations – Partnerships with Post Malone, Bad Bunny, and others draw hype.
- Camp aesthetic – Crocs intentionally lean into being “ugly chic.”
On platforms like TikTok, Gen Z creators have gone viral for videos styling or customizing their Crocs. Some have called Crocs “the official zoomer shoe” -representative of Gen Z fashion as a whole.
Crocs by the Numbers
Here are some key statistics demonstrating Crocs’ popularity with Gen Z consumers:
| Statistic | Number |
| Crocs’ total 2021 revenue | $2.31 billion (a record high) |
| YOY revenue growth from 2020 to 2021 | 67% |
| % of Crocs’ 2021 sales from consumers under 35 | 70% |
| Crocs’ reported growth in Gen Z customer base in 2021 | 20% |
This data demonstrates how central Gen Z consumers have been to Crocs’ exponential growth in the past few years. Their revival is clearly driven by popularity with young buyers.
Reasons for Crocs’ Gen Z Appeal
There are several key factors that explain why Crocs have specifically appealed to Gen Z compared to other age demographics:
Nostalgia
Gen Z consumers experienced many defining moments of childhood and adolescence in the 2000s when Crocs were at peak popularity. Wearing Crocs allows them to tap into nostalgia for the fashion and culture of their youth.
Retro trendiness
Early 2000s fashion has become “cool” again among Gen Z. Model Bella Hadid and rapper Lil Nas X have been spotted in Crocs, adding to their retro cred. The “ugly chic” aesthetic channels 90s/2000s style.
Comfort
Crocs’ signature comfort and functionality align with Gen Z values. Their casual, laidback design matches a desire for shoes that can be worn around the house for remote work and socializing.
Customization
Adding charms to Crocs allows for self-expression. Gen Z values customizing products to showcase their personality. Crocs collaborations also drive exclusivity and hype.
Irony and camp
Gen Z leans into Crocs being unfashionable as part of the irony. They play up the “ugliness” in an intentionally campy way, which Crocs has embraced in their marketing.
Internet culture
Crocs have benefited from TikTok and influencer marketing. Their offbeat, meme-worthy image thrives in online spaces where Gen Z spends time.
Crocs as a Gen Z Status Symbol
Because of their renewed cachet, Crocs have become something of a status symbol or cultural signifier among Gen Z. Simply wearing Crocs signals belonging to Gen Z culture. Specific models and customizations have additional meanings:
Classic Clog
The original Classic Clog model represents the ironic, retro Crocs appeal. It immediately signals affiliation with Gen Z trends.
Collaborations
Limited edition Crocs from collaborators like Post Malone or Pokémon imply knowledge of internet hype culture. They show being tuned into influencer partnerships.
Jibbitz Charms
These plastic charms worn on the clog vents allow Gen Z to customize their Crocs and showcase their personality or interests. Rare Jibbitz become status symbols.
Platform Crocs
Platform Crocs, especially Mega Crush styles, are bolder fashion statements. They demonstrate willingness to embrace the campy maximalism that defines Gen Z style.
Simply by putting on a pair of Crocs, Gen Z consumers communicate generational belonging, individuality, internet savvy, and detached irony. The shoes let them tap into nostalgia while simultaneously making an anti-fashion statement.
The Future of Crocs
Crocs are on pace to remain popular with Gen Z consumers in the near future. However, there are some questions about their staying power:
Sustaining Growth
As Crocs grow increasingly mainstream again, will Gen Z continue to embrace them? Or will their countercultural appeal fade? Crocs must ensure collaborations and campaigns remain relevant.
Maintaining Scarcity
Limited edition Crocs gain hype because of manufactured scarcity. As production scales, it may be hard to keep new releases feeling exclusive and scarce.
Avoiding Overexposure
If too many people outside Gen Z begin wearing Crocs unironically, it could compromise their image. Crocs must retain some campiness without crossing over into true mass market ubiquity.
Design Evolution
To stay ahead of shifting tastes, Crocs will need to continue evolving their iconic clog with fresh silhouettes, colors, and prints. repetitiveness could cause decline in interest.
Crocs have successfully reinvented themselves for Gen Z so far. But they will need to carefully manage scarcity, relevance, and design innovation to retain their newfound status.
Conclusion
Crocs have completed an impressive brand turnaround over the past few years, driven by adoption from Gen Z. Their nostalgic, ironic, customizable appeal aligns perfectly with Gen Z fashion sensibilities and internet culture. Specific Crocs styles and customizations have even become status symbols and cultural signifiers. However, maintaining relevance, exclusivity, and design evolution will be key to retaining Gen Z interest long-term as the revival becomes more mainstream. If they can successfully walk this line, Crocs may succeed in shedding their former unfashionable image for good.