the summer shoe shape for comfort-craving shoppers

There is an unlikely competitor vying to be this summer’s most common shoe: the clog. The 1970s favourite is back on top of consumers’ shopping lists, in each functional and large manner incarnations.

Flat, slip-on versions of the slip-on have been adopted by numerous brand names, and demand has enhanced during the pandemic, driven by people craving consolation.

Katherine Carter, retail analyst at retail market place intelligence business Edited, clarifies that people housebound by lockdown constraints sought out uncomplicated footwear: “Pre-pandemic, the motions have been now in area for the casualisation of footwear. About the earlier yr, this motion has accelerated, with practicality continuing to outline the top-selling trends. Cult brand names recognised for their functional and consolation-driven silhouettes, like Teva, Birkenstock and Crocs, have witnessed achievement and solid demand that isn’t waning any time quickly.”

US business clog maker Crocs was as soon as renowned for consolation rather than type. The brand name was favoured by employees in industries with extended shifts this sort of as medical practitioners, nurses and cooks, but is now a hit with people of all ages, specifically young, Era Z consumers (aged up to 24).

Rapper Nicki Minaj cemented Crocs’ new standing by posing in a dazzling pink pair in an natural Instagram publish previous week, in a publish that accrued four.nine million likes. Searches for the brand name on manner system Lyst spiked by 325%, web page sights for pink Crocs rose by 95% compared with the past day.

Crocs is cruising easily all the way to the bank: in 2020 it noted history yearly profits of $one.4bn (£980m), up thirteen% yr on yr. Collaborations previous yr and this with famous people this sort of as Justin Bieber have driven sales.

The brand name is a warm property for its stockists: Schuh tells Drapers that sales of Crocs are up 65% on the yr to date, and some weeks have proven a 370% uplift in yr-on-yr sales. Younger female consumers are significantly avid purchasers of the brand name.

Desire for clog designs has risen across the sector. Birkenstock has enhanced the range of colours and designs available in its Boston type right after noting an enhance in curiosity from consumers. Impartial brand name Celtic & Co launched a clog shape for the very first time for SS21 which has now sold one,000 pairs across two colourways.

From purpose to large manner – clogs have proved to be a resilient shape across the board. Footwear brand name Ancient Greek Sandals (main impression above) is stocked at luxurious etailers like Matchesfashion, Internet-a-Porter and Farfetch. Its picket clogs, available in a choice of different heel and system heights, reference the unique 1970s shoe type and retail for £250-£320.

The brand name has just launched a pop-up in womenswear brand name Ssōne’s central London shop at 17 Chiltern Road, running until 31 August 2021.

Ancient Greek Sandals co-founder Christina Martini tells Drapers that the brand name has built clogs for numerous a long time, but this year has been its most common to date: “From our encounter clogs aren’t usually one our bestselling variations but to our shock this year they have been very common. There was a big demand for clogs [in the earlier handful of months] and we sold out instantly, we have taken a great deal of pre-orders for when our new inventory arrives.”

Co-founder Nikolas Minoglou adds that the brand’s new shut-toe variations launched in March 2021 and sold out within just a week, and stockists have reordered. They aspect mild wooden and a cushioned sole for a a lot more relaxed healthy this year, which Martini believes has contributed to their achievement.

Edited’s Carter states clogs in all sorts are common with people: “Platform variations offer a a lot more simple option in excess of large heels, when flat designs hold attraction to be worn as a dwelling shoe.”

As Covid-19 constraints simplicity, there will be an uptick in demand for occasionwear variations that “offer people the chance to costume up yet again and a sort of escapism”, adds Carter. She carries on that Edited has witnessed vendors investing in strappy sandals and sq.-toe mules to prepare for the return of activities, but dressier sneakers have a larger proportion of discounting on the internet, compared with flat clog variations.

Introducing relaxed variations will be certain vendors have set their most effective footwear provides ahead this summer season as people acclimatise to publish-pandemic patterns. Clogs – each large heeled and low – will support consumers changeover concerning dwelling sneakers and occasionwear, and cater to individuals who want to obtain into the nostalgic 1970s development. Retailers ought to prepare for all eventualities, as heels and smart footwear will cater for the return of activities – but the development for purpose and consolation will transcend seasons.