
Following on from a post I made a few months ago about traditional Dutch Klompen (Clogs) I thought it might be time to revisit them in the modern context. Arriving yesterday in San Francisco, at best a city known for its practicality when it comes to fashion, I was taken by the number of people wearing the modern interpretation of the clog, the Croc, and was interested to see how these fascinating (and deeply polarizing) shoes came to be so popular.

Crocs, Inc. is a shoe manufacturer founded by 3 friends - Scott Seamans, Lyndon “Duke” Hanson, and George Boedecker, Jr. - to produce and distribute a foam clog design acquired from a Quebec company called Foam Creations. The shoe had originally been developed as a spa shoe. The first model produced by Crocs, the Beach, was unveiled in 2002 at the Ft. Lauderdale Boat Show in Florida, and sold out the 200 pairs produced at that time.
Made from a proprietary foam resin called Croslite, the foam forms itself to a wearer’s feet and offers purported medical benefits, according to a number of podiatrists.

Opinions are extremely polarized about Crocs shoes; many regard them as comfortable and colorfully decorated, others see them as a fashion disaster and a vibrant subculture has emerged of vocal opponents of the shoes. A Washington Post article described the phenomenon: ”Nor is the fashion world enamored of Crocs. Though their maker touts their ‘ultra-hip Italian styling,’ lots of folks find them hideous.” Tim Gunn, fashion consultant, told Time Magazine, ”…the Croc - it looks like a plastic hoof. How can you take that seriously?” A blog named “I Hate Crocs dot com” follows opposition to the original “luridly coloured Swiss cheese clog-footwear”. The Facebook group “I Don’t Care How Comfortable Crocs Are, You Look Like a Dumbass”, dedicated to eliminating the shoes, has over 1.4 million “likers” as of July 2010.

The shoes have been targets of satire: on Real Time with Bill Maher, Maher called for a “New rule: stop wearing plastic shoes,” over a photo of Crocs, and The Daily Show ”Senior Public Restroom Correspondent” Rob Corddry, following up on the Senator Larry Craig June 2007 lewd conduct arrest, “reported” that anyone wearing Crocs is signalling “anything goes.”

But of course Crocs have the last laugh. At their 10th anniversary sales meeting earlier this year, brand guru Scott Bedbury said: “Crocs is well poised to take its brand to the next level. The next year will be a time of opportunity and expansion if it can further diversify product collections and strengthen its marketing efforts around the world. The brand has achieved world-wide recognition in a short time and with Crocs innovative style and business approach – they are evolving into a true lifestyle brand. ”
What Of It? I’m not a huge Crocs fan myself, but I have to admit, these things are a powerful force to be reckoned with. Just as the Dutch championed a solid, wooden shoe for toiling away in the farms and factories, today’s modern workers clearly need their solid modern rubber klompen to toil away in their farmers markets and supermarkets. Worn by everyone from chefs to nurses, dads to directors, Crocs are the Volkswagon Beetle of shoes - quirky, iconic, fun, not for everyone, but very much a statement, however you choose to interpret it.
I Am Curious about modern riffs on traditional dress, rituals and foods, about the notions of practicality and emotion and how they overlap, about fashion and anti-fashion, how one man’s Prada is another’s Croc.
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