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Ansh Kadam

Founder & CEO at Bui...Ā ā€¢Ā 3d

Why are people going crazy over these weird rubber slippers called Crocs? Because theyā€™ve become a fashion symbol, and behind it is one of the most brilliant brand comebacks. It all started in 2002, when three friends were chilling on a boat and noticed a fisherman wearing strange-looking shoes. Turns out, they were boating clogs, which were super light, super comfy, and perfect for land and water. The friends didn't find any reason why only fishermen should use them. So they took the same material and launched it for everyone ā€” calling it Crocs, inspired by the crocodile, an animal that thrives both on land and water. By 2006, Crocs crossed $1 billion in sales. šŸš€ But like many trends, the hype faded. The world moved on. Crocs were now just a meme, a punchline for being ugly. Until 2017. Instead of running from the memes, Crocs leaned into them. They embraced the joke, owning the ā€œugly but comfyā€ vibe. Then they made a genius move: Partnering with celebs like Post Malone and Justin Bieber to drop limited-edition collabs. What was once cringeā€¦ was now cool. The same Crocs that were once laughed at were now on runways, in music videos, and trending on TikTok. By 2022, Crocs had crossed $3 billion in revenue ā€” tripling what they did in 2006. The lesson? Ugly doesnā€™t kill brands. Obscurity does. šŸ’” Actionable Insight: ā†—ļø If your product isnā€™t "perfect" by conventional standards ā€” own it. ā†—ļø Play into your brandā€™s unique edge, and amplify it through collaboration and community. ā†—ļø People donā€™t fall in love with perfect products. They fall in love with real, bold stories. For more stories and lessons thatā€™ll help you build smarter, bolder businesses, subscribe to our newsletter via the link in the comment. šŸ‘‡

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