One sign Crocs are back in fashion? More fake Crocs – maker of the comfy clogs goes after US retailers to halt their sale
- Seen on the feet of singer Justin Bieber and worn on the Oscars red carpet by musician Questlove, Crocs reached new heights of popularity during the pandemic
- That led to copycat Crocs appearing, and Crocs’ manufacturer has sought to halt sales of them by suing 21 companies including Walmart for trademark infringement
The ungainly but comfy Crocs clogs reached new heights of popularity during the pandemic, not only as the ideal work-from-home shoe but as a fashion statement – spotted on the feet of Justin Bieber and on the Oscars red carpet, worn by Questlove.
With that popularity, however, also came copycats that have prompted Crocs’ manufacturer to sue Walmart, Hobby Lobby Stores and 19 other companies alleging trademark infringement related to the shoes.
Crocs said in a complaint filed in the US city of Denver that a “rise in consumer online shopping has enabled the sale of infringing footwear on an unprecedented scale”. In a separate action, Crocs has asked the US International Trade Commission (ITC) to issue an import ban of shoes that copy its trademarked name or designs.
“Crocs is increasing its focus on direct-to-consumer and ramping up its digital presence,” said Katie Abel, executive editor of Footwear News. “At the same time, it is decreasing its reliance on wholesale and cutting ties with long-time retail partners. That’s leaving some stores scrambling to figure out how to replace such a hot brand, and it’s likely that some may be looking to competitors and copycats to fill the gap.”
Founded in 2002 by three college friends who enjoyed sailing and presented to consumers as a boat shoe, Crocs quickly gained fans among nurses and other workers stuck with long hours standing upright before catching on with fashion lovers and the famous. The company, which had an initial public offering in 2006, counts among well-known Crocs wearers former US president George W. Bush, and entertainers Jack Nicholson, Whoopi Goldberg, John Cena, Shia LaBeouf, Jennifer Garner, and Sacha Baron Cohen.