instream apparel industry at large.  Crocs’ foothold in ugly fashion Dr Emily Brayshaw, costume designer and honourary research fellow at the University of Technology Sydney, theorised that the modern-day fascination with ugly fashion began in 1996, with Miuccia Prada’s “Bad Taste” collection. It continued into the early 2000s with the popularity of Juicy Couture’s brightly-coloured, velour tracksuits, and is still running strong with Gen Z consumers today. “Generation Z grew up in this ugly fashion world. Many rocked their first brightly coloured pair of Crocs as toddlers. This generation also learned to express themselves online, where Internet Ugly – a deliberately grotesque, anti-authoritarian and amateurish aesthetic – is a key look of memes,” Brayshaw told Inside Retail. “Memes celebrate ugliness as a relatable, authentic foil against the slickly perfect images generated by filters, Hollywood and self-serious corporate design.” Katherine Carter, a research and analysis manager at Edited, believes that Crocs has been successful in the ugly fashion space because of its ability to balance availability and exclusivity and tap into current trends. “Crocs has been at the forefront of the ugly shoe trend and continues to prevail as a poster brand. Thanks to its cult appeal, Crocs is a lucrative third-party label for retailers to stock, with the Classic Clog model seeing success at a range of retailers, including Urban Outfitters, Zappos, and Nordstrom,” she told Inside Retail. Carter also noted that Crocs’ collaboration strategy has helped boost its popularity and establish it as a cult brand. “These high-profile collaborations echo the drop culture seen in the sneaker market and can command high prices on resale sites, mirroring sought-after trainer silhouettes,” she said. “Producing limited-edition runs creates an air of exclusivity versus its main line, builds buzz ahead of a collection’s launch, and cements it as a trend-forward label. Partnering with of-the-moment and buzzworthy licenses and brands such as Barbie, MSCHF, Palace, and Levi’s enables Crocs to tap into the cultural zeitgeist and reach different audiences.” For instance, Crocs’ recent appearance on the Spring 2024 runway through its collaboration with designer label Simone Rocha has helped solidify its position in the luxury space and boosted its high-end credentials. From the runway to the rodeo From collaborations with fashion brands like Simone Rocha and Levi’s to pop-culture-focused crossovers such as the Classic Dreamworks Shrek Clog and a joint effort project with K-pop group AESPA, Crocs continues to set the bar for how brands can harness shifting trends. Its most recent product offering — a Crocs cowboy boot — reflects its commitment to pushing the boundaries of good design in a way that resonates with its Gen Z audience.  Crocs announced its upcoming launch of “one of the most widely requested” shoe designs in the history of the brand — a Crocs cowboy boot — on October 5. The boot is embellished with a spinnable spur charm, similar to that of a traditional cowboy boot, and features a high-shine croc-embossed texture and bold Western-inspired stitching. The shoes will be available for purchase starting on October 23, which is officially recognised as Croc Day, and will retail for US$120, a 240 per cent mark up from the brand’s classic clog which is priced at US$49.99. The design has already generated plenty of buzz in the media, signaling that there is still room for growth in ugly fashion. “The ugly shoe trend shows no signs of waning, with staples of the aesthetic, such as chunky sneakers and clogs, a mainstay in brands’ assortments this year. Rising trends such as styling gimmicky shoes with minimalist apparel, have propelled the movement further in 2023,” Carter said. “Although a new era of minimalism has gained ground over recent seasons, the ongoing popularity of both bold shoes and quiet luxury-leaning styles proves that the two aesthetics can co-exist. Launching attention-grabbing footwear that can achieve virality has become the new golden ticket for assortments, helping to increase brand exposure and gain a new audience.”