Not that long ago, Birkenstocks, sportswear brand Fila, and UGG boots were all bywords for uncoolness, victims of their own success that had become so mainstream they’d fallen out of fashion. But lately they’ve all seen a revival, as influential teens have decided they’re so uncool they’re acceptable again. And perhaps no brand has done as much to turn ironic revivalism into fashion acceptance as Crocs.
On Thursday, the rapper Post Malone, himself a kind of so-awful-it’s-somehow-OK musical prospect, released his newest piece of merchandise, a collaboration with the footwear brand Crocs. Malone’s Crocs, which retail for $60, sold out in under 10 minutes. Apparently even Madonna was unable to purchase a pair and messaged Malone on Instagram asking where she could get some.
Collaborations like this mark a strange new chapter for Crocs, arguably the most divisive shoe brand in recent history. After first hitting stores in 2004, they grew rapidly and left their foam footprint across the world. In 2007 they created $847m in revenue and CNN described them as “2007’s hottest shoe”.
For more read the full of article at The Guardian
