‘Yes, we’re ugly, but we’re one-of-a-kind’: How Crocs went from laughingstock to red carpet

Crocs is a brand that many people used to hate and now, since becoming mainstream, gained popularity all over again with their iconic silhouette and high-profile fans.

The company knew that there was no point in trying to win over their haters and instead they focused on the uniqueness and bold appeal.

At the heart of their success, they have always been aware of the polarizing effect their shoes have. They've learned to harness others' hatred towards it into a radically inclusive brand that is particularly important among young people.

Crocs is quick to embrace their growing celebrity fans that fit the shoe into their personal aesthetic like Diplo and his psychedelic hippie style or Zooey Deschanel with her vintage-themed outfits.

Crocs' collaborations with these celebrities makes them sell out in days and the best part about it is that they only partner with authentic fans of the brand and capitalize on that moment.

They don't limit themselves with just celebrities but they embrace a wide range of partners such as KFC, Benefit Cosmetics, and even Madewell!