Love them or hate them, Crocs has found a sweet spot among consumers for its signature clog.
Coming off a collaboration with Pleasures, a controversial Los Angeles-based men’s streetwear brand, the company is partnering with Chinatown Market, a streetwear and accessories label that pays homage to Canal Street, the heart of New York’s Chinatown neighborhood, with a series of graphic T-shirts, hoodies and hats.
The single limited-edition unisex style features a green turf appliqué on the toe box and insole that evokes the serenity of a barefoot walk through the grass. It is available online for $60.
Crocs, once known as a maker of cool, comfort looks for the family, has continued to raise its brand profile through a range of projects with high-end designers. These have included a partnership with Balenciaga, which produced a platform style in its spring ’18 collection that sold for a record $850, to more down-to-earth looks by former Crocs brand ambassador Drew Barrymore, who did a Mommy-and-Me collection in spring ’18.
This year, the label is following up its ambassador program with high profilers such as Zooey Deschanel and Natalie Dormer, as part of its ongoing “Come as You Are” campaign.
These diverse partnerships have given the brand access to a new audience that includes fashionistas and celebrities like Madonna, who missed a chance to snag a pair of clogs by Post Malone when it launched in November 2018.
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