Interview: How Crocs Is Working on the Classic Clogs of the Future

Chances are, when readers think of Crocs, it’s the Broomfield, Colo.-based company’s ubiquitous Classic clog that comes to mind first. The foam slip-on, with its Swiss cheese-like cutouts and memeable sport mode strap, has been the Crocs flagship model since the brand’s inception in 2002 and makes up the biggest portion of its sales.

Fans of the brand may be familiar with some of its other popular offerings such as the heavily ventilated Echo clog or designer Salehe Bembury’s fingerprint-patterned Pollex variations. Over the last decade, as the slip-ons have shed their reputation as “ugly” shoes and caught on with fashion-forward circles — which got an extra jolt of energy as consumers sought out comfortable footwear during the pandemic — Crocs’ offerings have expanded. One arm of the brand, Crocs EXP, has been home to the brand’s most innovative output over the last year.

Introduced to the market in March 2025, Crocs EXP is where the brand’s most decidedly not-Crocs-looking footwear lives. It’s where shoes that may not make sense from the usual Crocs perspective, such as the simplified Quiet clog, which eliminates the brand’s signature vent holes, can be found. It’s also where Crocs’ potential future classics, such as the “category-defying” Trailbreak 2, the outdoor-ready Quick Trail Low and the lifestyle-leaning Gallery Shoe can be found. 

With nods to archive models updated with modern technology and styling, EXP is where designers like Ryan Forsyth, senior global product manager of collaborations and special projects at Crocs, can flex their conceptual muscle.

Tagged with the more obtuse Energy Inline name, the first season of Crocs EXP collections came in 2024 and included the aforementioned Quick Trail Low and Quiet clog along with the Hydra boot and a “Running Vest” version of the brand’s Classic clog. By March, Crocs made things official by turning the category into EXP, one which has grown considerably in just under a year.

“Crocs EXP is our experimental category, where we push the boundaries of design while staying true to our comfort and self-expression roots. It’s led by our in-house design team and reimagines iconic Crocs with technical, intentional, and forward-looking design,” Lori Foglia, chief product officer at Crocs, told FN.

According to Foglia, it’s important for Crocs to offer a category such as EXP because it functions as a testing ground for the brand to implement new ideas, materials and designs. 

“It connects us with consumers who value technical, intentional design and reinforces Crocs as a leader in both creativity and cultural relevance,” said Foglia.

While it’s still relatively new, Crocs EXP is showing promise and helping the 24-year-old company develop what could be the classics of tomorrow. Foglia tells FN that 2026 will see EXP introduce even more bold, trend-forward styles.

As for which EXP offerings are resonating most with employees internally, Crocs’ vice president of global category management Mike Wade tells FN it’s difficult to pinpoint a singular favorite.

“Each EXP design has its own personality,” said Wade. “I’m currently loving the Gallery Shoe and the Quick Trail, which was the first EXP shoe. What I do love about the EXP line is the breadth of creative range we have to play with to ensure that while there is design continuity within the line, each silhouette is created with its own purpose.”  

If the EXP range is the sandbox where Forsyth and his fellow designers can let loose with innovation, the brand’s Energy Collaborations category is where Crocs allows its partners to get in on the action. Since the first-ever Crocs collaboration in 2017, a marbled and mineral-adorned project from Scottish designer Christopher Kane, bringing in partners for co-branded releases has become an integral part of the company’s business. 

In February, Crocs CEO Andrew Rees said the company has sold approximately 1.5 billion pairs of shoes since going public in 2006. In ’25, the company brought in $4 billion in revenue, with $3.3 billion of that attributed to the Crocs brand itself and the remaining $715 million coming from Hey Dude. And although Crocs does not report revenue for specific product lines including special makeups and the EXP models, Foglia notes that collaborations remain an important part of the brand’s overall product strategy and are still driving strong consumer engagement. 

Following Kane’s first-of-its-kind collaboration, Balenciaga was the next high-fashion label to try its hand at the molded foam shoes. With elevated platform soles and an assortment of Balenciaga-branded Jibbitz, the Demna co-sign helped give the once-faux pas footwear some serious fashion cred. 

The collaborations have since flowed at a ceaseless pace, with Crocs teaming up with high-profile artists like Bad Bunny, Justin Bieber, Karol G, Post Malone and SZA, brands and designers including Bape, Barbour and Bembury, and franchises such as Lego, Taco Bell and Toy Story. There’s seemingly no entity that’s off limits when it comes to Crocs collaborations, but Foglia tells FN that while Crocs seeks to offer a variety of options for consumers, it’s also important for partners to have likeminded intentions.

“It starts with authenticity and shared values,” Foglia said. “We collaborate with partners who reflect our commitment to individuality, inclusiveness, and self-expression and who feel genuinely aligned with Crocs and our fans. As a democratic brand with something for everyone, we work across designers, influencers, global brands and licensed characters to find ways to connect with new consumers authentically.”

Collaborations and energy releases have also given Crocs a significant boost on the secondary resale market. On marketplace StockX, where Crocs’ most limited-edition styles are available for purchase long after they’ve sold out from traditional retailers, Crocs was named the No. 3 top-performing non-sneaker brand of 2025, bested only by Ugg and Adidas. In 2024 and 2023, Crocs was ranked No. 2 for two years straight, with the former being led by Batman and Naruto collaborations. And in ’23, StockX reported that its best-selling Crocs items were franchise-related collaborations such as the Lightning McQueen, Mater and Shrek styles.

“Collaborations are a key pillar of our product strategy and a powerful way to excite fans and elevate the brand,” Foglia said. “We partner closely across design, product and marketing to create offerings that feel authentic to Crocs, our collaborators and our consumers. Looking ahead, we’re evolving beyond singular drops to build deeper, omni-channel experiences and expanding beyond the Classic Clog into new silhouettes and categories. Our molded foam capabilities and personalization opportunities give us the creative flexibility to continuously push boundaries in bold, unexpected ways.”

While the Classic Clog may still very well remain Crocs’ most iconic shoe for the foreseeable future, it’s evident the company is invested in diversifying its product lineup. Today’s new EXP model or coveted collaboration could, with time, become tomorrow’s classic. With Crocs, no matter the next direction, one thing is all but certain: it’s going to be a comfortable ride.