A special-edition pair of Crocs launched in collaboration with the Latin pop star Bad Bunny went on sale on Tuesday at midday. Within 16 minutes, they had been offered out.
The Bad Bunny Crocs, adorned with glow-in-the-dark variations of the model’s proprietary Jibbitz charms and Bad Bunny’s brand, had been the newest in a collection of extremely anticipated, quick-to-sell-out collaborations between the famously comfy foam clogs and a widely known musical artist.
Designs the corporate created with the Grateful Dead and Post Malone — a serial Crocs collaborator — all offered out inside an hour. Other latest Crocs collaborations, together with one with Kentucky Fried Chicken, have been equally standard.
By late Tuesday afternoon, the bottom value at which the footwear could possibly be bought on the resale web site StockX was $265. Hours earlier, they retailed for $64.99.
Danny Morales, 26, from Rialto, Calif., tried to purchase the Crocs with three separate gadgets, solely to seek out out that they had been unavailable.
“I was shocked,” he mentioned. “I really wanted those too.” He already had a pair of Crocs, he mentioned, “but these were Bad Bunny’s. Who wouldn’t want anything he puts out?”
Crocs has been gaining floor for the previous 5 years nevertheless it has had a banner 2020. At a time when U.S. retail gross sales of footwear are down 20 % thus far this 12 months when in comparison with the identical interval in 2019, gross sales of Crocs are up 48 %, in accordance with Matt Powell, an analyst on the NPD Group, a market analysis agency.
“Under the pandemic, frankly anything that you could call ‘comfortable’ has done well,” Mr. Powell mentioned. “The slipper business is one of the few other footwear categories that’s up under Covid.”
Bad Bunny, a Puerto Rican lure star, launched his fourth main studio album, “YHLQMDLG,” this 12 months. It rapidly turned the highest-charting all-Spanish-language album ever, according to Billboard, and broke several sales records.
He has also become notable for his out-there look, which toggles between Caribbean dad-core and designer streetwear, and become a go-to magazine cover star.
Michelle Poole, the newly appointed president of Crocs, said that Bad Bunny embodied the “come as you are” attitude that Crocs is always looking to sell.
“He’s got a very daring style, a very unapologetic attitude and he’s also someone who loves Crocs,” she said. “He’s been spotted wearing Crocs in live performances and in music videos.”
“I am always trying to be comfortable,” Bad Bunny said by email when asked about the collaboration. “It isn’t something that I suddenly decided to do, be comfortable. It’s something I’ve done my whole life. I always like to feel good with what I have on.”
He added that he was happy that the shoe had been so popular and clarified that his favorite Crocs colors are yellow and green.
“WOW they were SOLD OUT in like 15 minutes I think,” he wrote. “FELIZ.”
The idea for the collaboration originated with Pedro Rodriguez, 33, a merchandising manager at Crocs and a Bad Bunny fan, originally from Puerto Rico. Conversations with the artist started in 2019.
Crocs has had notable collaborations with other brands since 2017, when it helped Balenciaga send its models down the runway in the foam clogs. Its string of memorable collaborations with musicians kicked off the following year with the first set of Post Malone shoes.
“Post was the first really broad collaboration that everyone was talking about,” Ms. Poole said. “He’s the marmite. People love or hate him.” (Ms. Poole, who grew up outside of London, was referring to the deep brown vegetable extract that British people inexplicably love.)
“Crocs is marmite as well so we like pairing up with other marmite brands,” she added.
Collaborations have become a fashion staple over the last decade. Pioneered by the streetwear brand Supreme, which broke ground by working with fine artists including George Condo and Takashi Murakami, such collaborations pile fan bases on top of each other, creating a built-in demographic for what is often limited-edition merchandise.
“Ten years ago it wasn’t common,” said Angelo Baque, the head of the clothing line Awake NY and the former creative director of Supreme. “Now, if you go on Hypebeast, there’s 40 collaborations to announce a day. I think that everything is fair game in terms of collaboration. I don’t think there’s anything that’s sacred.”
To fans of Bad Bunny, the near-instantaneous unavailability of the new Crocs felt like sacrilege. By Tuesday evening, more than 1,300 people had signed a petition asking that more of the shoes be released, and blaming “bots,” software programmed to speed-buy limited merchandise, for snapping up all the wares. (A spokeswoman for Crocs, Melissa Layton, said that bots are on the brand’s radar, and that the company is “doing everything we can to mitigate that bot action.”)
Mariela Benavides was one of those who signed the petition, writing, “I’m signing this because the bots did me dirty I just wanted to vibe with my crocs man.”
Ms. Poole said that it was possible that another run of the limited-edition shoes would be released.
“It’s certainly something that isn’t off the table if there’s appetite,” she said. “That said, what we want to do is have the feeling for our customers that they’ve captured something that’s really valuable. And if you over-distribute anything it loses its value, so it’s really about finding the right balance.”