The Unexpected Lovechild of Crocs and Wellies

Published 10/09/2020
By: xxx Published: d/m/Y

Making fashion functional again?

I am obviously kidding, fashion was never functional. But lord knows people are trying to make it that way. Or are they only messing with us?

I am here today to talk about that the two most unloved shoes in the world has welcomed a lovechild this fall. Yes it’s correct, the Crocs clog and your childhood wellies are now parents to a mutant Crocs Wellie.

How did that happen you might ask? Well, the story don’t start here but actually like many other love/hate stories it started with Pheobe Philo at Céline. The year was 2018 and it was Pre Fall.

The balance between beautiful and wildly strange was always Philos biggest strength as Creative Director of Céline. Yes, you had the sleek gray suits and the very taut elegant dresses but you also had fury Birkenstocks and well, snowmobile boots.

This was of course outrageous and still is. Until now.

When Bottega Veneta showed their Fall Winter collection for 2020 in Milan last year the looks were totally gorgeous of course. You had the luxurious dresses, lush fur coats, and very expensive looking leather trousers but when you got down to the feet area there was an error. Because walking down the runway, carrying a skinny model wearing leather as expensive as a small country there was Crocs wellies.

Is this surprising? Not at all. Daniel Lee, Creative Director of Bottega Veneta today, played a big part in the team of Pheobe Philo during her Céline years, he was her Director of Ready-to-Wear.

And yes I know Balenciaga tried to reinvent Crocs a few seasons ago too but I just didn’t feel it.

Céline Pre Fall 2018

Céline Pre Fall 2018. Still an amazing look.

And even though I was not present when the decision about the love story between crocs and wellies was made I can only assume how the conversation played out.

Daniel Lee
Gosh team, these looks are fabulous but all too polished. We need something curious to add to these ensembles to make them ravishing!

BV Design Team
Like what? Colorful buckles to the coats?

Daniel Lee
Oh no! Something even more out-there! What shoe has the reputation to be the most dreadful shoe ever made?

BV Design Team
Crocs? Or wellies?

Daniel Lee
Yes! Let’s do both!

BV Wholesale Team
We only have room to introduce one more shoe this season.

Daniel Lee
Let’s make a Crocs Wellies then!

This conversation is completely made up by me but you get the idea.

Most fashion brands has a pyramid strategy to make ends meet. Up in the top of the pyramid they have the PR garments, the cool pieces that gets all the attention but rarely make the biggest sales. They are likely to be in odd colors, have fringes and feathers and all kinds of weird crap attached. They don’t need to be sales success, they just need to be seen. For the brands IT factor. In the middle you have the semi bold pieces, let’s say they are the black and brown version of the top pyramid pieces. They will sell more, but to a fashion crowd. And there are not that many of them. And in the bottom you have the stuff you know will sell a lot. It’s the white bread of fashion. Everyone loves it. The white bread margins will always come to rescue the showpieces margins in the end of every season. But the showpieces will always make sure that the white bread still is considered cool.

I have a hard time believing these Crollies will be white bread, but they sure are a lot of fun.

Published 10/09/2020

Fanny Ekstrand is a writer, creative consultant and founder of Hobnob. She says she is the master of vintage shopping and knows all the pasta dishes in the world.

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