Crocs Launches Upscale Collection

Crocs Inc. is putting its best foot forward for spring.

The Niwot, Colo.-based firm plans to debut a collection under the Stefano Furiani name to target a more-sophisticated fashion consumer.

“It’s the alter-ego of Crocs,” Katy Lachky Michael, VP of communications, said about the upscale line, which will retail for $80 to $120.

The new collection, however, will retain Crocs’ signature features such as TPU-made uppers and Croslite footbeds, noted Sandra Aris, senior director of global design for the firm.

Conceived by Crocs designer Stefano Furiani, the eponymous line includes career pumps, spectator flats, mules and ankle-strap thongs, all available in a range of colors.

“Our vision is to set new expectations in product creation using mixed materials in unexpected ways, but inspiring ways,” said Furiani, who serves as research and development director for Crocs Italy. “The Furiani line is curatorial footwear — product with clearly defined and coherent contemporary art themes [coupled with] true innovation and artistic impact.”

The new collection will have separate distribution from the core brand and will not be sold in Crocs stores or on its website.

Instead, it will bow with limited distribution, sold through about 30 accounts, including The Tannery in Boston, Harry’s Shoes in New York, Sportie LA in Los Angeles and Zappos.com. Delivery is slated for March.

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