Crocs is killing the “ugly shoe” game, and their success is stemming from celebrity-endorsed collaborations.

Crocs is killing the “ugly shoe” game, and their success is stemming from celebrity-endorsed collaborations. YPulse told you Gen Z is bringing back the 2000s with their fashion choices, and “ugly” footwear is one of the major comebacks they’re embracing. While sales for the shoe that is as comfortable as it is practical (aka Crocs) surged during the pandemic, the brand’s three-year long commitment to celebrity collaborations are fueling the shoe’s success. Partnerships with artists like Post Malone, Bad Bunny, and Justin Bieber have resulted in cheeky, one-of-a-kind Crocs designs that often sell out. The brand is coming off a record breaking sales quarter totaling $460 million during the first three months of the year, and Crocs’ chief executive notes that sales for the shoe are “stronger than ever,” and is preparing for Crocs’ annual sales to rise more than 50% in 2021. Gen Z has been challenging the status quo of what we deem fashionable for quite some time as the young consumers continue to embrace the trend for “ugly,” comfortable apparel that promotes self-acceptance over perfection. (L’Officiel)