
Are we finally kicking our Croc addiction? These Steve Madden boots undoubtedly are kicking Crocs to the curb. Photo by Jean Thornton
What killed the Crocs? No, I am not getting all environmental or trying to earn my animal rights activist merit badge. I am talking about the plastic blobs that became an overnight shoe sensation by being the anti-shoe in so many ways. This is the shoe that marketed itself as the definitive comfort shoe that could survive any scenario, but to a shoe girl like me the idea of a shoe that can be called both “multi-purpose” and “comfortable” are foreign concepts. For people such as doctors, nurses, boaters, and those who enjoy the smell of rubber-encased feet, the Croc might have been viewed as the perfect shoe.
So what happened? Why is a multi-million dollar idea suddenly on the endangered species list—especially when so many are still circulating out in public? Look downward in any hospital, garden center, or restaurant and you will most likely see someone who looks as if his/her feet have been covered in melted crayons. The reality is those are shoes. Not just any shoes, but extremely popular shoes that, at one point, were THE hottest item for summer footwear. With a promise of durability, comfort, and simple design, these shoes were the great idea you wished you had.
As I ponder the cause of the Crocs near extinction, The Buggles’ “Video Killed the Radio Star” starts to echo through my mind. Did kept promises annihilate the Croc? Ask those who are wearing a pair of Crocs and they will tell you that they hold up remarkably well, are easy to clean and, for the most part, are pretty comfortable. And therein lies the problem. Crocs, much like diamonds, are forever. Most Croc owners have not had to replace their Crocs. In fact if they have more than one pair of Crocs there is a good chance they bought both pairs at the same time for variety, not to replace a pair.
It is simple to believe that good design is the main culprit in the Croc’s disappearance; however, I have to say I think that the Croc got a little hungry too early on. Croc production swelled quickly, demand has always been met. Crocs flooded the market with every color imaginable and even jewelry for your Crocs! Hello, I like a good rhinestone on my shoes but generally it’s attached to a Manolo.
Crocs even tried a charity campaign to get folks to donate their old Crocs to poverty-stricken areas in return for a discount on new Crocs. No bite. (Oh the puns just keep on coming!) Now Crocs are joining the ranks of the forgotten along with Beanie Babies and Tickle Me Elmo. When you see them in the store you kind of think, “Wow, they still make these! Don’t I have one in my closet?” Even I have a pair of Crocs in my closet that my brother gave me one Christmas… I love you, Dan, but honestly—what were you thinking?
So, if the anti-Croc Island Shoe Girl is even stocked up, who is left to buy the Croc? Can any Croc survive in a world filled with too many Crocs? Just like the Radio Star, the Croc is a victim of its own success—a good product that no longer needs to be produced because it is just that good. If it happened to the Croc, are Jimmy Choos next?… like I would ever let that happen! In reality, shoe girls buy more Choos because it does the opposite of the Croc- complex design; there is the chance they will pinch, and if you wear them too much, over time they will show their age. For any of these reasons I need numerous Jimmy Choos, countless Manolo Blanhiks, loads of Prada heels, and scores of Christian Louboutins—along with many more designers.
The reality is that Crocs never made us shoe girls fall in love with them; the shoe buying women of the world have at no time stood before a window display of Crocs lost in a trance. Crocs do not inspire outfits consisting of simple chic black dresses and single strands of pearls. They conjured up ideas of flooded basements and muddy gardens. There is no romance in the Croc, no thrill, no jealousy from the watchful eyes of other women. Crocs are practical and in an everyday world filled with practicality, every now and then we need a little nonsense under our feet.
I do not think Crocs have submerged for the last time. No, they will surface again in the pond of shoes. Trends and fads always come back. But the next time that the Croc pops his head up, I recommend producing a few faulty straps and maybe make them pinch a little. The problem with giving the people exactly what they want is that once they have it, they don’t need it any more. Yes, in the end all the old clichés are true…video killed the radio star, curiosity killed the cat, kept promises killed the Croc, and a sale at the Coach store killed my monthly budget.



