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Crocs Thinks the Time Is Right For Its Ugliest Shoe to Come Back

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Photo: Getty
Photo: Getty

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If Birkenstocks and ugly shoes are in, Crocs is hoping its clogs can make a comeback too. Bloomberg reports that executives at Crocs are bringing the polarizing, goofy-looking clogs that made the brand famous back into the spotlight, after years of focusing on ballet flats and other styles.

Until recently, Crocs clogs had been relegated to the back of the company's stores and catalogs. Now a whimsical ad campaign built around the clogs called "Find Your Fun" is rolling out online and on television. There's also a new, sleeker, "more feminine" version of the classic Crocs clog called the Freesail, which gets rid of the traditional clog strap. More versions of the clog will be released this year. "It’s a very meaningful business," Crocs CEO Gregg Ribatt told Bloomberg. "But it’s a part of the business we haven’t focused on from a growth standpoint in a number of years." It remains to be seen if the Crocs clog push can ever replicate the peak Croc levels of 2007, or if the public's tolerance for comfortable ugly shoes only goes so far.