Ugly, but unique: why children think Crocs are cool again

Crocs have been named as the fastest-growing “cool” brand among 7 to 14-year-olds by a survey of children, completing their turnaround from unfashionable sandal.
The American-owned footwear business, which sells about 150 million pairs each year, jumped 35 places up the league table of the year’s coolest brands to number 49, just behind the video game Fortnite, after the children and family insights agency Beano Brain polled 21,000 youngsters.
The resurgence of the brand, which launched in 2002, began during the pandemic and was fuelled by a number of celebrity collaborations with stars including the singer Post Malone, the actress Priyanka Chopra and the luxury brand Balenciaga.
But its breakthrough with younger consumers has been attributed to the growing popularity among girls of its Jibbitz range, small charms and gems which fit into the holes in the sandals.
Helenor Gilmour, director of strategy for Beano Brain, said that the ability for fans to customise their Crocs was behind their success in the cool stakes.
“Exemplifying the post-pandemic shift to loungewear, Crocs have been spotted on Kendall Jenner, Bella Hadid and Justin Bieber,” she said.
“The secret to their appeal lies with the shoe charms and gems allowing kids to simultaneously personalise their shoes and curate collections.”
Jibbitz sell for between £2 and £35, with Pringles, Minions, Barbie, Star Wars and Spongebob Squarepants among the designs available.
Sales of the accessory hit $250 million last year, up 17 per cent year-on-year, with predictions that personalisation will continue to be a trend.
It’s a strategy that chimes with the observation from Heidi Cooley, Crocs’s chief marketing officer, in 2021 about the unique nature of the brand.
“Yes, we’re ugly; yes, we’re polarising,” she said. “But importantly, we’re one of a kind. And what we recognised is that this is exactly what resonated with some of our fans — they too see themselves as one of a kind.”
The collectable soft toy range Squishmallows was the second-highest climber in the cool chart, rising 29 places to 18.
Personalisation was again identified as core to their growth, with the collection including collaborations with Disney, Pokémon and Netflix’s Stranger Things.
“With over 1,000 whimsical Squishmallows characters in the product line, kids can personalise their collections and decorate their rooms to showcase their identity and style,” Gilmour said.
YouTube leapfrogged Netflix into top spot, with Nintendo, Lego and Disney also appearing in the top ten.
New entrants included Superdrug (98), Uno (46), Taco Bell (87) and the mobile game Subway Surfers (52).
There were no British brands in the top 30, with the bakery chain Greggs the highest ranked UK brand.
Gilmour said that youngsters are often more discerning than adults about the companies that they favour.
“Kids have a clear sense of the practical advantages of a brand but also how it affects them on an emotional level,” she said.
“Brands that upped the funny this year have acquired cool points with kids. Humour is playground currency for kids and welcomes them into the brand’s world.”