In 2002, three young entrepreneurs—Scott Seamans, Lyndon Hanson, and George Boedecker Jr.—were sailing through the Caribbean when they spotted a pair of unusual shoes on the deck of their boat. Produced by the Canadian company Foam Creations, the shoes were made from Croslite, a unique resin material originally designed for water sports. Lightweight, waterproof, and surprisingly comfortable, they sparked a new idea in the minds of the trio.

Recognizing the potential, the founders secured exclusive rights to Foam Creations’ product and, later that same year, launched their first model: a clog called the Beach.

Naturally, the debut had to be nautical. At the Fort Lauderdale Boat Show in Florida, Crocs were unveiled for the very first time—and the initial 200 pairs sold out instantly. The overnight success reassured the founders that this so-called “ugly” shoe had something special to offer the world.

Even the name “Crocs” was intentional—a tribute to crocodiles, animals equally at home on land and in water. Like their namesake, the shoes were built to be versatile, ready to perform both at sea and on shore.

At the heart of Crocs’ success lies Croslite—a revolutionary foam material. Feather-light yet remarkably durable, it softens with body heat, molding instantly to the shape of the foot for a truly personalized fit. And thanks to its unique structure, it’s also completely waterproof.

Every classic pair of Crocs comes with 13 signature holes, designed to let the feet breathe and reduce perspiration—another small detail that makes a big difference in comfort.

The look of Crocs has always set them apart from traditional footwear. With their rounded toe, ventilation holes, and chunky silhouette, they were often likened to children’s toys or nurses’ clogs. To many, they seemed awkward—even downright ugly—at first glance.

Time magazine even listed Crocs among the “50 Worst Inventions,” noting that they resembled nothing else on the market and provoked polarized reactions. Online, entire blogs and websites emerged under names like I Hate Crocs, where people vented their frustration at what they saw as a fashion misstep. Even celebrities chimed in—designer Victoria Beckham once joked on social media that she’d “rather die than wear Crocs.” For a fledgling brand, such ridicule might have been fatal. Instead, it fueled an unexpected turning point.

Surprisingly, it was the criticism and mockery that became a crucial part of Crocs’ success. The company leaned into its eccentric image. In 2005, it launched the cheeky campaign Ugly Can Be Beautiful, making it clear that unconventional looks didn’t compromise comfort.

This bold, self-aware approach caught people’s attention. The brand was essentially saying: Yes, our shoes look different—and that’s exactly what makes them beautiful. Curiosity grew, and many decided to try Crocs for themselves to see if they were truly as comfortable as claimed.

In the end, Crocs earned a stamp of approval from the most unlikely places—even across political divides. Both George W. Bush and Michelle Obama were spotted in them, proving that Crocs could unite wearers of all ages, genders, and backgrounds. Of course, every meteoric rise comes with its challenges…

Despite all the mockery, Crocs quickly found a devoted fan base. Comfort became its strongest selling point—and the brand leaned into that message: Crocs were the “infinitely comfortable” shoes for work, leisure, and everyday life. By 2005, around six million pairs had been sold. Sales then tripled between 2006 and 2007.

Amid this growing demand came a spark of innovation. An American mom, Sheri Schmelzer, noticed that her children loved decorating their Crocs with little trinkets. That simple observation led to a big idea: why not create accessories designed specifically for these quirky clogs?

Together with her husband, Sheri launched a small family business called Jibbitz, producing playful charms that snapped into the holes of Crocs—stars, hearts, cartoon characters, and more. What began as a crafty idea soon turned into a thriving business. By 2006, Crocs had acquired Jibbitz for $10 million. These tiny charms quickly became an inseparable part of the Crocs look, and even today, children and adults around the world delight in personalizing their favorite pairs.

The 2008 global financial crisis didn’t spare Crocs. Demand plummeted almost overnight, and sales began to nosedive. The company went through a period of turbulence and restructuring. Under new leadership, Crocs shuttered 75% of its U.S. retail stores and cut unprofitable side lines—like golf shoes, high heels, and other failed experiments. The focus shifted back to what had made the brand famous in the first place.

A major part of the revival plan was a marketing pivot. Crocs abandoned traditional TV spots and print ads, redirecting its budget entirely toward online platforms. This shift resonated with Gen Z—especially TikTok users—who turned Crocs into a symbol of self-expression. Viral videos of customized, charm-adorned clogs reignited the brand’s popularity.

Then came 2020. As the pandemic forced the world indoors, comfort suddenly mattered more than ever—even in fashion. People rediscovered old pairs of Crocs or bought new ones to wear at home. Sales skyrocketed: revenue hit $1.38 billion in 2020, and doubled again just a few years later. Crocs was no longer just surviving—it was entering a triumphant new chapter.

Crocs’ grand comeback became even more visible through unexpected breakthroughs in fashion and pop culture. In 2016, British designer Christopher Kane shocked audiences at London Fashion Week by sending models down the runway in Crocs—embellished with sparkling crystals and stones. Suddenly, the clogs weren’t just practical; they were making a statement.

The next bold move came from Balenciaga. In 2017, the luxury fashion house unveiled platform Crocs with 10-centimeter soles, retailing at around $850—cementing the brand’s place in high fashion’s elite circle.

Beyond the runway, Crocs rapidly expanded its cultural influence through collaborations with brands and celebrities. Rapper Post Malone and pop star Justin Bieber both released signature Crocs that sold out within hours. Bad Bunny joined the lineup with his star-covered white pair, causing a frenzy of their own. Over time, the list of collaborations stretched from fast-food giant KFC to the creative worlds of Disney and Pixar.

What was once dismissed as “ugly” is now celebrated: according to the company’s own surveys, Crocs ranks as the 8th most popular brand among American teens. Even British Vogue has gone so far as to crown Crocs the season’s “It” shoe. All of this confirms a simple truth—comfort has officially become fashion’s new standard, and Crocs is proudly leading the way.

When people call Crocs “legendary,” it’s not just a media label—it reflects the opinion of millions whose daily lives have been shaped by these shoes. For children, Crocs have become some of the most comfortable footwear in the world.

Doctors and nurses, too, discovered their benefits long ago. In hospitals, where long hours are spent on one’s feet, the shoes’ light weight and orthopedic comfort are nothing short of a lifesaver.

Crocs have also found their place in the kitchen. Many chefs and food-service workers rely on the Crocs Bistro model, designed specifically for culinary environments with a closed-toe front for extra protection.

Today, nearly two decades after their debut, Crocs remain a cultural phenomenon. They’ve survived ridicule and weathered crises to become much more than footwear: Crocs now stand as a symbol of individuality, boldness, and the shifting spirit of the times.