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Crocs: The Brand You Always Wished Would Die Is Indeed Dying

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Crocs, the maker of that light, porous sponge shoe that briefly shot up to mass popularity in the early aughts (with superfans wearing them much, much later), has finally begun to trim the fat. It announced yesterday that it's closing about 75 to 100 stores and will lay off roughly 180 of its 5,000 employees. 70 jobs at the Crocs HQ will be no more, and it's cutting that "upscale" fashion line, which is the silver lining in all this job-loss bad news (no word on the continuance of Jibbitz).

This doesn't portend the imminent end of the company; They're just trying to save roughly $4 million this year and $10 million in 2015. But still, a message for Crocs from the fashion community: We know this is hard right now, but just hang on until 2022 when you will inevitably experience early aughts revival in full. Until then, keep marketing to gardeners, Mario Batali and cute animals like Boo.
· The Crocs Upscale Fashion Line Is the 'Alter Ego of Crocs' [Racked]
· Boo, World's Cutest Dog, Now Immortalized by Crocs [Racked]