This Crocs Designer Is Banking on a High-Fashion Future for the Label

The spectacular Crocs makeover—transitioning from an unappealing gardening shoe, to becoming a cheeky high-vogue favorite—began back again in 2016, when the model marked its very first vogue collaboration with designer Christopher Kane, who embellished its classic Clog silhouette with chunky mineral stones. “I keep in mind asking Christopher, ‘Why do you want to companion with us?’” suggests Thornley. “And he explained, “I want to take one thing normal, and make it extraordinary.’” Given that then, Crocs has continued to infiltrate the manner area, collaborating with fashion properties like Balenciaga in 2017 and streetwear creatives like Salehe Bembury in 2021 (both partnerships are continue to going). “We normally find companions who authentically connect with our brand,” says Thornley. “One thing that we have normally heard from companions is that we you should not choose ourselves too seriously—we’re constantly up for executing one thing distinct.”

Balenciaga spring 2018

Picture: Marcus Tondo / Indigital.tv

Whilst the Typical Clog however remains its finest-seller globally—with its Classic Sandal and Typical Slide designs accomplishing properly for the manufacturer, too—the label’s foray into the luxurious area has substantially to do with its partnership with Balenciaga, who has reinvented the Croc as platforms, rain boots, and even heels. “What I worth so significantly about [the Balenciaga] partnership is how actual the crew is,” says Thornley. “They wanted to worth what we do in the molded area, and they definitely wanted to stand for colour.” Their recurring Bembury collaboration on the Crocs Pollex, in the meantime, characteristics an eco-skeletal glimpse and continues to sell out. Re-sale pairs at the moment go for as considerably as $1,000, 10x the original value. “This perception of fandom which is going on for the brand has been super gratifying,” claims Thornley.

Crocs have even begun to acquire above the purple carpet, as well. At the 2021 Oscars, DJ Questlove wore a pair of golden Crocs. Justin Bieber and Teyana Taylor have also each worn the system Balenciaga Crocs this year (Bieber at the Grammys, and Taylor the Billboard Awards). These have not been paid placements. “That is a genuine and reliable relationship to the manufacturer,” claims Thornley. 

In addition to their buzzy times within the trend and movie star spaces, on the other hand, Thornley also needs to focus focus again on the in-residence design and style team this calendar year. Inside the Crocs style and design studio, Thornley’s workforce operates as any other style household would: They hold inspiration conferences, explore macro developments, and their best bu
yer. “We want a team that feels like they can thrust boundaries and enable shift the brand name ahead,” says Thornley.