Crocs links with Christian Cowan for collab featuring personalisation options

By

Sandra Halliday

Published
Sep 14, 2022

Crocs has launched a collab with British designer Christian Cowan. The first-ever partnership between the two labels pairs Cowan’s “vibrant design lens” with Crocs’ classic silhouettes. 

What that means in practice is “three show-stopping styles that infuse the unexpected into design, utilising unique materials, colours, and textures”.

Cowan has applied his signature aesthetic to reimagine Crocs’ most recognisable styles and to “maximise personalisation opportunities”. 

The launch also introduces Jibbitz charms that can be converted into other wearable accessories such as necklaces and hair clips, “elevating customisation to new heights”. 

The shoes were unveiled at Cowan’s NYFW show this week with a full launch happening on 28 September in the US and Europe, and 29 September in Japan and Australia. As well as being available on the Crocs webstore, they’ll be sold in select retail locations across Europe, including Offsprings at Selfridges, Galeries Lafayette, and LuisaviaRoma. 

Crocs brand president Michelle Poole said: “We seek to work with creative partners who align with our values and authenticate the brand through their own unique lens. With an eye for turning classic styles into something modern and unexpected, Christian used our iconic clog and sandal silhouettes as blank canvases for self-expression, taking versatility and personalisation to a bold new level.”

The line-up includes the “sky-scraping” Christian Cowan X Crocs Mega Crush Clog. Standing 61mm tall and featuring an enhanced rubber tread and heightened proportions, we’re told it “serves as a pinnacle of attitude and expression”. It comes in all-black with those custom Christian Cowan Jibbitz charms “that mix high glamour with versatility, featuring detachable metallic chains that can also be worn as a necklace with a Crocs pendant”. They retail at €110/$110. 

There’s also “an ode to yin and yang” with the Christian Cowan X Crocs Classic Clogs. These comprise a left clog in black and a right clog in white, with contrasting black and white backstraps on each shoe. Again, the Jibbitz charms are there, including jewelled accents and metallic chains. The clogs are priced at €70$70.

The bubblegum pink Christian Cowan X Crocs Classic Sandals are “a fresh and playful take on the open-toe silhouette. Aimed at daydreamers, sleepwalkers, and look-at-me non-conformists”, the sandals have a twin-strap upper. The charms this time are oversized pink bows that can also be worn as hair clips. The price here is €50/$50.

To support the launch, there’s a campaign featuring “celebrities, culture creators, influencers, and tastemakers who stand for authenticity and bold self-expression”. That means Michelle Visage and Simone from RuPaul Drag Race, Sonja Morgan from the Real Housewives franchise and Christine Quinn from Netflix’s hit TV series Selling Sunset, as well as R&B singer-songwriter Tinashe, make-up artist Jazelle, Saturday Night Live personality Chloe Fineman and supermodel Daphne Groeneveld.

A portion of the proceeds from the collab will be donated to The Ali Forney Center, supporting the LGBTQ+ community “to protect homeless youth and empower them with the tools to be independent”.